FACTORS AFFECTING “A” LUXURY BRAND LOYALTY ON CHINESE COLLEGE STUDENTS IN SHANGHAI CITY OF CHINA

ABSTRACT

The purpose of this paper is applied quantitative analysis to investigate the factors affecting “A” luxury brand loyalty on Chinese university students in Shanghai city, China. factors were defined as service quality, service scape, service equity, alternative attractiveness, customer participation, service risk avoidance, service episodes, competitive productivity. A total sample of 255 shoppers collected by survey questionnaire in Songjiang district in Shanghai in Wanda shopping mall. The majority of respondents were students aged 15-25 years old. Most of them were studying in schools in Songjiang District with income range from 7,500 to 40,000 baht. They went shopping 1-2 times a week, spent 2-3 hours shopping and paid less than or equal to 10,000 baht per month to buy luxury goods. The data sets utilized descriptive statistics and multiple regression analysis. The researchers found that no alternative attractiveness (β = 0.126) accounted for 6.8% positively affecting Chrisitan Dior brand loyalty with statistical significant at .05.

KEYWORDS

“A”brand, China, Brand loyalty, quantative, muti-analysis, regression.