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

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.