The impact of GuiFu on identity and behavior in the mass market

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Annie Huiling Chen
Kuang-peng Hung
Norman Peng
Cite this article:  Chen, A., Hung, K., & Peng, N. (2011). The impact of GuiFu on identity and behavior in the mass market. Social Behavior and Personality: An international journal, 39(3), 419-424.


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With the opening of Bellavita, a new shopping centre in the heart of Taipei city, Taiwanese consumers’ desire for luxury goods has risen to new heights. Because of the owner’s socioeconomic status, Bellavita has been called a “GuiFu” department store. In this paper,via qualitative content analysis of 4 newspaper reports, we examine what it means to be a GuiFu, and the impact of GuiFu on consumers. The theoretical framework was consumer culture theory from consumer identity research, and gratification theory from media studies.

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