The Chinese luxury market has grown rapidly in recent years, reaching a notable size, and consequently, there has also been an increase in discussions about Chinese consumers behaviors toward luxury consumption. However, few of these studies examine Chinese consumers motivations specific to luxury fashion brands, and none of them provide information on gift-giving attitudes and consumers intentions toward luxury consumption for gift giving. This research examined how five personal valuesmaterialism, hedonism, conspicuous consumption, face saving (mianzi) and social connections (guanxi)influence Chinese consumers attitudes toward luxury fashion brands and toward gift giving, and in turn, how these attitudes influence their purchase intention in respect to luxury fashion brands. Chinese citizens aged from 18 to 40, living in metropolises and second-tier cities, were asked to participate in the survey, and the results of this survey were used to analyze the above relationships.
