Contenido principal del artículo

Hiroko Oe
Bournemouth University
Reino Unido
Yasuyuki Yamaoka
The Open University of Japan
Yan Liang
Bournemouth University
Reino Unido
Vol. 26 Núm. 2 (2022), Artículos (sección abierta), Páginas 97-117
Recibido: jun. 26, 2022 Aceptado: nov. 30, 2022 Publicado: dic. 16, 2022
Cómo citar


Este artículo examina el comportamiento de compra online de los consumidores asiáticos respecto a los productos de lujo. El estudio consiste en un análisis cuantitativo de los datos recopilados de los consumidores de la Generación Y en los mercados emergentes de Asia. Los resultados muestran que el valor de “salvar las apariencias” es el factor más influyente en la determinación de la intención de compra de artículos de lujo, mientras que la experiencia personal no tiene una fuerte influencia en la intención de compra. Esto sugiere que la experiencia personalizada, que recientemente atrajo la atención de los investigadores como un factor importante en los contextos occidentales, aún no tiene una influencia directa en el comportamiento de los compradores de lujo en los mercados emergentes, en los que se sigue pagando precios superiores para “salvar la apariencia”. Los resultados proporcionan una referencia útil para el desarrollo de estrategias de marketing de bienes de lujo en los mercados emergentes de Asia.


Los datos de descargas todavía no están disponibles.

Detalles del artículo


Ajzen, I., and Fishbein, M. (1975). A Bayesian analysis of attribution processes. Psychological bulletin, 82(2), 261-277.

Alarcón, D., Sánchez, J. A., and De Olavide, U. (2015). Assessing convergent and discriminant validity in the ADHD-R IV rating scale: User-written commands for Average Variance Extracted (AVE), Composite Reliability (CR), and Heterotrait-Monotrait ratio of correlations (HTMT). In Spanish STATA Meeting 39. Universidad Pablo de Olavide.

Amatulli, C., and Guido, G. (2011). Determinants of purchasing intention for fashion luxury goods in the Italian market: A laddering approach. Journal of Fashion Marketing and Management: An International Journal.

Atanasova, A. (2021). Re-examining utopia in contemporary consumption: conceptualization and implications for marketing. AMS Review, 1-17.

Chadha, R. and Husband, P. (2006). The Cult of the Luxury Brand: Inside Asia's Love Affair with Luxury. Nicholas Brealey International.

Chatterjee, S., Ghosh, S., and Chaudhuri, R. (2020). Adoption of ubiquitous customer relationship management (uCRM) in enterprise: leadership support and technological competence as moderators. Journal of Relationship Marketing, 19(2), 75-92.

Christodoulides, G., Athwal, N., Boukis, A., and Semaan, R. W. (2021). New forms of luxury consumption in the sharing economy. Journal of Business Research, 137, 89-99.

Debenedetti, A. (2021). Luxury stores as home-like places: How domestic meanings are staged and mobilized in luxury retail. Journal of Business Research, 129, 304-313.

Dempsey, R. C., McAlaney, J., and Bewick, B. M. (2018). A critical appraisal of the social norms approach as an interventional strategy for health-related behavior and attitude change. Frontiers in Psychology, 9, 2180.

De Silva, S. S., Seeley, E. L., Ongsakul, V., and Ahmed, Z. U. (2020). Conceptualizing a new model for luxury brand purchase intention in an emerging country setting. Journal of Transnational Management, 1-28.

Dhaliwal, A., Singh, D. P., and Paul, J. (2020). The consumer behavior of luxury goods: a review and research agenda. Journal of Strategic Marketing, 1-27.

Faschan, M., Chailan, C., and Huaman-Ramirez, R. (2020). Emerging adults’ luxury fashion brand value perceptions: A cross-cultural comparison between Germany and China. Journal of Global Fashion Marketing, 11(3), 207-231.

Fishbein, M., and Ajzen, I. (1977). Belief, attitude, intention, and behavior: An introduction to theory and research. Addison-Wesley.

Guercini, S., Milanesi, M., Mir-Bernal, P. and Runfola, A. (2020). Surfing the Waves of New Marketing in Luxury Fashion: The Case of Online Multi-brand Retailers. In Advances in Digital Marketing and eCommerce (203-210), Springer, Cham.

Heath, Y. and Gifford, R. (2002). Extending the theory of planned behaviour: Predicting the use of public transportation 1. Journal of applied social psychology, 32(10), 2154-2189.

International Monetary Fund (2019), Real GDP growth, Available at:

Jain, S. (2021). Role of conspicuous value in luxury purchase intention. Marketing Intelligence and Planning, 39(2), 169-185.

Jain, S. (2020). Assessing the moderating effect of subjective norm on luxury purchase intention: a study of Gen Y consumers in India. International Journal of Retail and Distribution Management, 48(5), 517-536.

Jhamb, D., Aggarwal, A., Mittal, A., and Paul, J. (2020). Experience and attitude towards luxury brands consumption in an emerging market. European Business Review, 32(5) 909-936.

Jia, Y. (2021). Saving Face in Business: Managing Cross-Cultural Interactions. Intercultural Pragmatics, 18(2), 285-289.

Kapferer, J. N., and Valette-Florence, P. (2021). Which consumers believe luxury must be expensive and why? A cross-cultural comparison of motivations. Journal of Business Research, 132, 301-313.

Kastanakis, M. N., Magrizos, S., and Kampouri, K. (2022). Pain (and pleasure) in marketing and consumption: An integrative literature review and directions for future research. Journal of Business Research, 140, 189-201.

Kauppinen-Räisänen, H., Gummerus, J., von Koskull, C., and Cristini, H. (2019). The new wave of luxury: The meaning and value of luxury to the contemporary consumer. Qualitative Market Research, 22(3), 229-249.

Kim, J. H., Hsu, M. M. and Yuen, C. L. A. (2020). Individual and social factors impacting Chinese millennials’ luxury consumption. International Journal of Costume and Fashion, 20(1), 27-43.

McCoy, L., Wang, Y. T., and Chi, T. (2021). Why Is Collaborative Apparel Consumption Gaining Popularity? An Empirical Study of US Gen Z Consumers. Sustainability, 13(15), 8360.

Manthiou, A. (2020). Applying the EEE customer mindset in luxury: reevaluating customer experience research and practice during and after corona. Journal of Service Management, (in-printing)

Martin, W. E., and Bridgmon, K. D. (2012), Quantitative and statistical research methods: From hypothesis to results, vol. 42. John Wiley and Sons.

Oe, H., Sunpakit, P., Yamaoka, Y., and Liang, Y. (2018). An exploratory study of Thai consumers’ perceptions of “conspicuousness”: a case of luxury handbags. Journal of Consumer Marketing, 35(6), 601-612.

Oe, H., and Yamaoka, Y. (2020). Chinese consumers’ conspicuous perspectives: the context of smartphone purchase behavior. Journal of Business Management and Economic Research, 4(1), 1-20.

Oliveira, M., and Fernandes, T. (2020). Luxury brands and social media: drivers and outcomes of consumer engagement on Instagram. Journal of Strategic Marketing, 1-19.

Pallant, J. (2001). SPSS survival manual: A step by step guide to data analysis using SPSS for Windows version 10. Open University Press.

Rašković, M., Ding, Z., Hirose, M., Žabkar, V., and Fam, K. S. (2020). Segmenting young-adult consumers in East Asia and Central and Eastern Europe. The role of consumer ethnocentrism and decision-making styles. Journal of Business Research, 108, 496-507.

Ricca, M., and Robins, R. (2012). Meta-luxury: Brands and the Culture of Excellence. Springer.

Ruvio, A., and Shoham, A. (2007). Innovativeness, exploratory behavior, market mavenship, and opinion leadership: An empirical examination in the Asian context. Psychology and Marketing, 24(8), 703-722.

Schaefers, T., Leban, M., and Vogt, F. (2022). On-demand features: Consumer reactions to tangibility and pricing structure. Journal of Business Research, 139, 751-761.

Shukla, P., J. Singh, and M. Banerjee. (2015). They Are Not All Same: Variations in Asian Consumers’ Value Perceptions of Luxury Brands. Marketing Letters, 26(3), 265-278.

Shukla, P., and Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424.

Taber, K. S. (2018). The use of Cronbach’s alpha when developing and reporting research instruments in science education. Research in science education, 48(6), 1273-1296.

Veblen, T. (1912). The theory of the leisure class: an economic study of institution. Macmillan.

Von Wallpach, S., Hemetsberger, A., Thomsen, T. U., and Belk, R. W. (2020). Moments of luxury. A qualitative account of the experiential essence of luxury. Journal of Business Research, 116, 491-502.

Wang, R., Huang, S., and Pérez-Ríos, N. G. (2020). Multinational luxury brands’ communication strategies on international and local social media: comparing Twitter and Weibo. Journal of International Consumer Marketing, 32(4), 313-323.

Wong, N. Y. and Ahuvia, A. C. (1998). Personal taste and family face: Luxury consumption in Confucian and western societies. Psychology and Marketing, 15(5), 423-441.;2-9