The Luxury Purchase Intention of Affluent Chinese Consumers—Insights from Hong Kong and Shanghai Consumers

This study compares the luxury-purchasing behavior of Chinese consumers in Shanghai and Hong Kong, with particular respect to the impact of local and regional cultural differences on the formation of an individual’s social identity and the influence consequently exerted on their consumption choices. By comparing consumers in Shanghai and Hong Kong, the study is first to provide a nuanced view of regional cultural differences of Chinese luxury consumers. Based on data from 347 survey respondents, the results reveal that consumers in Hong Kong and Shanghai share very similar oriental cultures but different social environments and family values have a strong influence on their consumption choices. Despite the differences between Shanghai and Hong Kong consumers, the results of analysis of the extended self of the respondents implies that luxury consumers in both cities believe that social status and positive self-image can be achieved through conspicuous consumption in luxury. However, Shanghai’s luxury consumers are found to be more collectivist than their Hong Kong counterparts. The latter are more sensitive about the acceptability of their social identities, while the former may be persuaded more strongly by others, using luxury brands to enhance their self-image and thereby increase their status in society.