Marketing and Management of Innovations

ISSN (print) – 2218-4511 

ISSN (online) – 2227-6718

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Identifier in the register: R30-01179 Decision dated August 31, 2023, No. 759

The language of publication is English. 

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Oleksii Lyulyov

Sumy State University | Ukraine

Smart Luxury Shoppers’ Behaviour in China: Omni-Channel Perspectives of Gen Y Consumers

Hiroko Oe1,* , Yasuyuki Yamaoka2  
  1. Josai International University, Japan
  2. The Open University of Japan, Japan

    * Corresponding author

Received: 29 June 2023

Revised: 20 August 2023

Accepted: 01 September 2023


This study examines luxury goods purchasing behaviour among Chinese Generation Y consumers in the omni-channel retail context. Traditionally, in-store purchases were favoured for luxury items due to the tactile experience and quality assessment during decision-making. However, the unprecedented impact of COVID-19 has transformed consumer behaviour. People now navigate complex decisions, embracing various channels, including online platforms. With a dataset of 354 survey responses, this study employs quantitative analysis and structural equation modelling to uncover the factors influencing Chinese Generation Y consumers’ purchasing choices. The findings reveal that Generation Y luxury shoppers prioritise convenience and channel benefits. They also emphasise information sharing and community engagement, fostering shared experiences on retail platforms. Interestingly, this contradicts previous findings favouring offline channels such as webrooming. Ultimately, this study uncovers a behavioural trend where tech-savvy young consumers exhibit characteristics indicative of an interconnected marketplace. They prioritise convenience and mutual support through shared information in the luxury goods community, regardless of the item’s price tag. These insights provide valuable resources for marketers and researchers navigating luxury goods promotion. As online purchasing behaviours continue to evolve, these findings facilitate impactful discussions and informed strategies within the dynamic luxury market. 

Keyword: luxury fashion goods; omnichannel; e-servicescape; Gen Y consumers; structural equation modelling.

How to Cite: Oe, H., & Yamaoka, Y. (2023). Smart Luxury Shoppers’ Behaviour in China: Omni-Channel Perspectives of Gen Y Consumers. Marketing and Management of Innovations, 14(3), 176–187.

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