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In this study,we seek to examine the effect of gender in luxury consumption and consumer acculturation.Four samples are collected: Two student samples (Chinese and American) and two Chinese adult samples (living in China and living in the U.S.).Te different patterns of luxury consumption in China and the U.S.are first illustrated.American consumers’ luxury consumption is more driven by self-identifying motive whereas Chinese consumers’ luxury purchases are more encouraged by materialistic and quality values.In the acculturation process,consumers’ attitudes towards the social aspect of luxury consumption vary across gender groups.Chinese men seem to abandon the Chinese view of luxury consumption more quickly than women after living in the U.S.