The Relationship between Consumers’ Public Self-consciousness and their Purchase Intention of the New Luxury Goods

The era of consumption upgrade has begun due to the rapid economic development. Nowadays, the new luxury consumption is prevailing, and China has emerged as the primary consumer of these luxury goods. Based on the public self-consciousness of consumers, the relationship between this aspect and consumers’ purchase intentions of the new luxury goods is explored. This study investigated the impact of consumers’ public self-consciousness on their willingness to purchase new luxury goods, validated the proposed hypothesis by design experiments, and used the linear regression analysis of the experimental data. This study showed that the higher the consumer’s public self-consciousness, the more inclined they were to purchase these luxury goods. The findings of this study would be helpful to expand and enrich the research of the new luxury consumption behaviors in consideration that public self-consciousness is hardly reflected in recent research. Hence, this study would enlighten and acts as a significant reference for companies of the new luxury goods to develop more effective marketing strategies.