Author Identifier
Bibbin Yu: https://orcid.org/0009-0008-6156-8974
Date of Award
3-2025
Document Type
Thesis
Publisher
Edith Cowan University
Degree Name
Doctor of Philosophy (Integrated)
School
School of Business and Law
First Supervisor
Claire Lambert
Second Supervisor
Marie Ryan
Third Supervisor
Madeleine Ogilvie
Abstract
China’s leading position in the global luxury market indicates the popularity of luxury items among Chinese consumers. Previous research has extensively examined the motivators of Chinese luxury consumption, emphasising the importance of social and personal motivations, such as social conformity, peer influence, and face consciousness. However, the COVID-19 pandemic, the first global health crisis in nearly a century, severely disrupted consumer behaviour, including luxury consumption. Given that Chinese Gen Y represents the largest demographic group in contemporary China and a dominant market for luxury fashion items, it is crucial to investigate whether the motivations for luxury fashion consumption have shifted in response to the pandemic’s disruptive impact on their consumption patterns. This study’s objectives are to investigate factors influencing the intention to repurchase luxury fashion items among Chinese Gen Y consumers and whether these factors have shifted due to the disruptive impact of the COVID-19 pandemic. A mixed-method approach with a two-stage study was adopted to address the objectives. The study commenced with a quantitative questionnaire to test the proposed theoretical model and examine the interrelations among the constructs through Confirmatory Factor Analysis (CFA) and Structural Equation Modelling (SEM). In the subsequent stage, in-depth qualitative interviews were performed, with the data analysed thematically to further explore the shifts in these factors resulting from the disruptor. Key findings highlight the substantial role of the social and cultural environment in shaping the motivations behind Gen Y’s consumption patterns. The quantitative analysis revealed that face consciousness became a significant factor only after the pandemic’s outbreak, challenging previous studies that anticipated a decrease in its importance. This could be attributed to the qualitative insight that participants experienced a shift in mindset and personality, becoming less concerned with social pressure, thus allowing for more open and honest expression of their real thoughts. Interestingly, while there was a general decline in consumption patterns, a stable or even increased spending was also identified, due to the desire for self-pleasure during challenging times. The pandemic also amplified the emphasis on family well-being, suggesting a resurgence of traditional ideologies where family is consistently regarded as a core value. Furthermore, a growing preference for Chinese indigenous brands was observed, due to their support for regions severely impacted by the pandemic, which fostered a heightened sense of national cultural pride. This study’s findings support previous research outcomes and provide additional insights into the varying impacts on repurchasing luxury fashion items among Chinese Gen Y consumers, particularly given the pandemic’s disruptive impact. These findings highlight the importance of marketers incorporating current societal dynamics when crafting strategies to address changing consumer preferences. Furthermore, this study bridges a gap in existing Chinese luxury consumption literature by examining the interplay of luxury value, personal value, and self-perception, while providing fresh insights into how major disruptors, such as the pandemic, reshape these factors’ impact on the luxury fashion consumption patterns of Chinese Gen Y consumers. Future research directions, including an investigation into the ongoing impact of the pandemic as a major disruptor, are also outlined.
DOI
10.25958/jemt-ev53
Recommended Citation
Yu, B. (2025). Luxury fashion repurchase intentions among Chinese Gen Y: Investigating consumer attitudes and the impact of the COVID-19 pandemic. Edith Cowan University. https://doi.org/10.25958/jemt-ev53
Included in
Business Administration, Management, and Operations Commons, Sales and Merchandising Commons
