Book excerpt: The research objective of this dissertation is to systematically and thoroughly explore and examine factors affecting Chinese consumers' purchase intentions for luxury clothing. More specifically, there were two research questions in this study. The first research question explored whether attitude, subjective norms, and perceived behavioral control, components in the Theory of Planned Behavior, have significant influences on Chinese consumers' purchase intentions for luxury clothing and if so, which of the three has the greatest influence. The second research question further examined which of the major factors within the three antecedents has the greatest influence on Chinese consumers' purchase intention for luxury clothing. Based on the previous literature, three general hypotheses and 15 specific hypotheses were developed to examine the relationships between the specific factors within each of the three antecedents and Chinese consumers' purchase intentions for luxury clothing. The hypotheses were tested using survey data collected from 452 Chinese luxury clothing consumers. The findings showed that among the three antecedents, attitude toward luxury purchasing behavior had the greatest impact on Chinese consumers' purchase intentions for luxury clothing, followed by perceived behavioral control. Subjective norms had the least impact on Chinese consumers' purchase intentions for luxury clothing. More specifically, the results showed factors including brand image, product quality, consumers' household income and luxury good knowledge had significant and positive impacts on Chinese consumers' purchase intentions for luxury clothing, while social media and practicality had significant but negative impacts on Chinese consumers' purchase intentions for luxury clothing. The results of this study are valuable both to improve researchers' understanding of luxury consumers and to help luxury brand manufacturers and retailers develop effective marketing strategies in Chinese luxury goods market.