1. Study on Influences of Characteristic of Luxury Goods, Impulsive Characteristic and Vanity on Purchase Intention of Luxury Goods.
- Author
-
Hsieh-Sheng Chen and Pi-Hui Tsai
- Subjects
LUXURY goods industry ,BRAND name products ,CONSUMER attitudes ,LUXURIES - Abstract
As the population purchasing luxury goods increases, and the age level decreases, foreign brands have been continuously introduced into Taiwan, and the sales revenue of luxury goods keeps growing. Luxury goods in Taiwan have transformed from luxury products in the past into necessities; hence, consumers' attitude toward purchase of luxury goods has changed. The purchase of luxury goods is based on five additional values (i.e., conspicuous value, unique value, social value, hedonic value and quality value). This study aimed to explore the influences of these five traits on consumers' purchase intention, and included impulsive characteristic and vanity to probe into consumers' purchase intention of luxury goods. The subjects of this study were consumers who have purchased luxury goods. Linear structural equation analysis found that characteristic of luxury goods positively and significantly influences impulsive characteristic and vanity; characteristic luxury goods, impulsive characteristic and vanity positively and significantly influence purchase intention of luxury goods. By pure characteristic and reminding characteristic of impulsive characteristic, characteristic of luxury goods indirectly influences purchase intention of luxury goods; by physical vanity and achievement vanity of vanity, characteristic of luxury goods indirectly influences purchase intention of luxury goods. [ABSTRACT FROM AUTHOR] more...
- Published
- 2010