The Impact of Chinese Culture and Negative Emotions towards luxury Consumption: A Study of Chinese Consumers

Researchers have been widely focused on the positive emotions that consumers acquire from luxury consumption while the negative emotions emerge from luxury consumption have rarely been studied. Emotions have been proved to be influenced by different culture; however, how specific culture affects specific emotions has drawn sparse attention. This present study investigates how two main Chinese cultures, Collectivism and Guanxi, affect consumers’ negative post purchase emotions, namely, shame and guilt, in the context of luxury consumption. The study also examines how shame and guilt influence repurchase intention of luxury goods differently. Results and implications of this study are further discussed.