| China’s luxury market is at a crossroads.For a long time,luxury goods have been a commodity only owned by a few people,a status symbol,and people use luxury goods to show their wealth and status to others.In recent years,the consumption trend has changed.Studies have shown that the decline of conspicuous luxury consumption and the rise of inconspicuous luxury consumption reflect the trend of the luxury industry.At present,most of the studies are overall for luxury consumer behavior research,mainly concentrated in the status attributes.There are also some research luxury goods have be divided into the conspicuous and inconspicuous,but not specifically for mass luxury brands and niche luxury brands.Therefore,there is a lack of theoretical concepts and empirical tests in this respect.This study focus on luxury brand type impact on consumer purchase intention,based on luxury consumption theory,theory of power distance,attitude functions theory.Two pretests and three experiments were designed by experimental method to study the interactive influence of luxury brand type and power distance belief on consumers’ purchase intention,and to test the mediating effect of attitude function.The conclusions are as follows: First,for consumers with high power distance belief,mass luxury brands(compared with niche luxury brands)can improve consumers’ purchase intention more.For consumers with low power distance belief,niche luxury brands(compared with mass luxury brands)can improve consumers’ purchase intention more.Second,the social-adjustive attitude and value-expressive attitude mediate the influence of power distance belief and brand type on purchase intention.This study has reference value in the marketing practice of the real luxury market.Enterprises can adopt different strategies for groups or regions with different power distance beliefs and use differentiated marketing to gain market competitive advantages. |
