Luxury fashion brand consumers in China: Investigating the Chinese consumers’ fashion lifestyles, perceived values, brand experience and willingness to pay

This study focuses on luxury fashion brands in the Chinese consumer market. This study aims to investigate Chinese consumers’ willingness to pay for luxury fashion brands related to their fashion lifestyle, perceived brand values and brand experience. The bivariate linear regression analysis and multiple regression were used in this study. The findings of this study also suggest that only practicality fashion lifestyle had no significant effect on Chinese consumers’ willingness to pay for luxury fashion brands. Brand prestige fashion lifestyle, sensational fashion lifestyle and information fashion lifestyle indicated significant effects on Chinese consumers’ willingness to pay for luxury fashion brands. Furthermore, variables for perceived social value, perceived utilitarian value, perceived emotional value and perceived economic value had significant effect on Chinese consumers’ willingness to pay for luxury fashion brands, as did the variables for sensory experience, affective experience, behavioural experience and intellectual experience