Working Paper Series

Abstract: This present study uses Japan (Eastern) and Italy (Western) to analyze the cultural factors and value perceptions towards purchase luxury handbags. The aim of this research is to employ Hofstede’s cultural dimension and value perception model as an approach to develop and compare Eastern and Western consumers towards purchase intention. The finding has indicated that Japan and Italy have different characteristics in culture but their value perception somehow similar in some areas. The literature review approach is appropriate for this study since it can give us a conceptual framework for research or project planning on the basis of existing literature. The previous study on the differences of luxury perceptions across the cross-context has inspired and provided us a deeply understanding on this study. This research contributes to international luxury handbag companies, which provide insights of consumer’s purchase intention of diverse cultural and implement appropriate marketing strategies.