Title: Why is Young Consumers' Purchase Intention toward Foreign Luxury Good? Presenting Framework for Young Consumer Purchase Behavior Case Study: Mobile Consumers in Iran
Abstract: This study of Iranian consumers' examines the effects of individual characteristics (i.e. consumer's need for uniqueness) and brand-specific variables (i.e., perceived quality and emotional value). On the other word survey the effects of social characters' (Fashion innovativeness & materialism) on purchase intention foreign luxury goods. A total of 172 young consumers in Iran participated in the survey. Using Structural Equation Modeling (SEM), this study finds that Iranian young consumers' need for uniqueness positively effect perceived quality & emotional value of foreign luxury good. Therefore positive effect of brand specific variable purchase intention is proved on foreign luxury good. Materialism & fashion innovativeness are important factors influencing purchase intention toward foreign luxury good.
Publication Year: 2013
Publication Date: 2013-01-01
Language: en
Type: article
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Cited By Count: 3
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