||The Chinese market, once read as inaccessible for companies of the western world, is now modernising its traditional characteristics and targeting a new kind of consumer, keen on international luxury fashion goods (Park et al., 2008). A new thirst for a world-wide material life – style drives Chinese customers to desire international renowned fashion luxury brands, which they see as a symbol of wealth, status and success. (Park et al., 2008).|
Spotting the development of luxury products and firms, in the last two decades, academics started giving strong consideration to the phenomenon of luxury consumption. Social influence on customers purchase intentions is documented in most customer behaviour models. This study aims to investigate the way interpersonal influences shape Chinese consumers’ purchase intention.
However, this investigation objective is to apply the Theory of Planned Behaviour conjectures, to the concrete case of purchase intention. The three determinant variables of an unspecified behavioural intention, Perceived Behavioural Control, Attitude and Subjective Norms, their meaning and significances, are successfully applied in those pages to the scenario of purchase intention of this research. To do so, those main variables will be linked to six subs – variable, chosen from all the one in the existing literature that appeared to be relevant in the matter of purchase intention: Self – monitoring, Brand origin, Need for uniqueness, Affective attitude, Normative interpersonal influences, Informative interpersonal influences.
In this study the data collection process has been administrated through a self – administer questionnaire to a sample of Eastern China individuals, male and female, aged between 18 and over 25.