@article{ART003335518},
author={Jun Jie Yu and Seung In Kim},
title={Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior},
journal={Industry Promotion Research},
issn={2466-1139},
year={2026},
volume={11},
number={2},
pages={489-503},
doi={10.21186/IPR.2026.11.2.489}
TY - JOUR
AU - Jun Jie Yu
AU - Seung In Kim
TI - Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior
JO - Industry Promotion Research
PY - 2026
VL - 11
IS - 2
PB - Industrial Promotion Institute
SP - 489
EP - 503
SN - 2466-1139
AB - This study examines how five motivations—hedonic consumption, symbolic consumption, social comparing consumption, Asian gift-giving culture, and Asian face-saving culture—affect luxury consumption among Generation Z in China. To achieve this, a survey was conducted with 260 respondents, and multiple regression analysis was applied to assess the influence of each motivation. Results show that hedonic consumption motivation is the strongest predictor, followed by social comparing consumption and Asian gift-giving culture, while symbolic consumption and face-saving culture are not statistically significant. The findings indicate that personal satisfaction and social connection outweigh status-seeking as consumption drivers for Chinese Generation Z, offering practical design criteria and priorities for user-centered product and service development. In this way, the study provides an empirical analytical framework for systematically understanding the motivational structure of luxury consumption among Chinese Generation Z.
KW - Hedonic consumption;Symbolic consumption;Social comparing consumption;Asian gift-giving culture;Asian face-saving culture;Luxury consumption
DO - 10.21186/IPR.2026.11.2.489
ER -
Jun Jie Yu and Seung In Kim. (2026). Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior. Industry Promotion Research, 11(2), 489-503.
Jun Jie Yu and Seung In Kim. 2026, "Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior", Industry Promotion Research, vol.11, no.2 pp.489-503. Available from: doi:10.21186/IPR.2026.11.2.489
Jun Jie Yu, Seung In Kim "Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior" Industry Promotion Research 11.2 pp.489-503 (2026) : 489.
Jun Jie Yu, Seung In Kim. Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior. 2026; 11(2), 489-503. Available from: doi:10.21186/IPR.2026.11.2.489
Jun Jie Yu and Seung In Kim. "Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior" Industry Promotion Research 11, no.2 (2026) : 489-503.doi: 10.21186/IPR.2026.11.2.489
Jun Jie Yu; Seung In Kim. Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior. Industry Promotion Research, 11(2), 489-503. doi: 10.21186/IPR.2026.11.2.489
Jun Jie Yu; Seung In Kim. Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior. Industry Promotion Research. 2026; 11(2) 489-503. doi: 10.21186/IPR.2026.11.2.489
Jun Jie Yu, Seung In Kim. Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior. 2026; 11(2), 489-503. Available from: doi:10.21186/IPR.2026.11.2.489
Jun Jie Yu and Seung In Kim. "Luxury Consumption Behavior among Generation Z in China: The Effect of Consumption Motivations on Purchase Behavior" Industry Promotion Research 11, no.2 (2026) : 489-503.doi: 10.21186/IPR.2026.11.2.489
