UGC and Chinese consumers’ luxury shopping behavior: supply chain management implications

This study explores the effect of user-generated content on Chinese consumers’ luxury shopping behavior and its implications for supply chain management in the luxury industry. Using the stimulus–organism–response model, this study analyzes data related to UGC on platforms such as Xiaohongshu and its effect on the luxury purchase decisions of Chinese consumers. The findings from a survey of 500 luxury consumers confirm that UGC can provide marketers with a better understanding of consumer preferences and future trends; this could contribute to effective inventory management and more sustainable supply chains. Given Chinese luxury consumers’ often-changing demands, data-driven supply chain management could enhance both consumer experience and luxury brand performance.