文章基本信息

标题：An investigation on Iranian consumer behavior towards famous luxury brands
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作者：Seyed Hamidreza Moteshakereh ; Masoumeh sadat Abtahi ; Ahmad Rahchamani 等
期刊名称：Management Science Letters
印刷版ISSN：1923-9335
电子版ISSN：1923-9343
出版年度：2013
卷号：3
期号：8
页码：2245-2250
DOI：10.5267/j.msl.2013.08.001
出版社：Growing Science
摘要：During the past few years, there has been a growing trend on luxury good consumption among Iranian consumers. Many rich people change their mobile devices, purchase new expensive cars, etc. This paper investigates the effects of three factors including consumer perceived value, sensitivity to social norms and need for uniqueness on consumer’s intention to purchase luxury products based on the theory of planned behavior. The proposed study uses clustering technique and randomly chooses a sample of 250 rich people and distributes a questionnaire among them. The study uses structural equation modeling and the implementation of the proposed model has been executed using LISREL software package. The results indicate the all three factors, consumer perceived value, sensitivity to social norms and need for uniqueness, influence consumer intention to buy luxury goods. In addition, consumer knowledge is a mediator factor between need for uniqueness and purchase intention.
关键词：Luxury brands; Consumer behavior; Social norms; Purchase intention