Yingjiao Xu

TL;DR: The approximately 60 million members of Generation Y are a major force in the consumer marketplace and represent a significant behavioral shift as discussed by the authors, and to develop the broad, multifaceted advertising strat...

TL;DR: In this paper, the authors used the Theory of Reasoned Action (TRA) to determine affluent female consumers' purchase intention of a controversial luxury product, apparel made with American alligator leather.

TL;DR: In this article, a conceptual model was developed to represent the proposed relationships among the related variables, and the proposed hypotheses were tested using structural equation modelling (SEM) analyses to shed some light on the luxury fashion consumption behavior of Generation Y consumers.

TL;DR: In this article, the authors investigate young consumers' behaviours towards second-hand clothing from a cross-cultural perspective in the US and Chinese contexts and find that there are significant differences in the consumption behavior between the two countries in the following aspects: past purchase experience, perceived values and concerns, perceived subjective norm and future purchase intention.

TL;DR: In this paper, the influence of public self-consciousness and materialism on young consumers' compulsive buying tendency was investigated from the perspective of psychological motivation, and the authors found that materialism had a strong, significant and direct influence on young adults' buying tendency.