Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment
This research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention...
| Main Authors: | , , , , |
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| Format: | Article |
| Language: | English |
| Published: |
Elsevier
2023-10-01
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| Series: | Acta Psychologica |
| Subjects: | |
| Online Access: | http://www.sciencedirect.com/science/article/pii/S000169182300224X |
| _version_ | 1797644737738440704 |
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| author | Muhammad Bilal Yunfeng Zhang Shukai Cai Umair Akram Nghia Thi Minh Luu |
| author_facet | Muhammad Bilal Yunfeng Zhang Shukai Cai Umair Akram Nghia Thi Minh Luu |
| author_sort | Muhammad Bilal |
| collection | DOAJ |
| description | This research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention to purchase luxury products. Data were collected from 389 participants through an online survey. Structural equation modelling (SEM) was used to analyze the data. The results showed that eWOM, perceived value, and consumer attitudes significantly affected luxury purchase intention. Moreover, perceived enjoyment moderates the relationship between perceived value, consumer attitude, and purchase intention. This study is designed to help practitioners and researchers understand why young Chinese consumers are interested in purchasing luxury goods online. Luxury brand companies can improve their marketing strategies by developing strategies aligned with the mindset of digital native Generation Z. |
| first_indexed | 2024-03-11T14:35:14Z |
| format | Article |
| id | doaj.art-201b7c1233094464a96acb432c9e1d72 |
| institution | Directory Open Access Journal |
| issn | 0001-6918 |
| language | English |
| last_indexed | 2024-03-11T14:35:14Z |
| publishDate | 2023-10-01 |
| publisher | Elsevier |
| record_format | Article |
| series | Acta Psychologica |
| spelling | doaj.art-201b7c1233094464a96acb432c9e1d722023-10-31T04:08:47ZengElsevierActa Psychologica0001-69182023-10-01240104048Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoymentMuhammad Bilal0Yunfeng Zhang1Shukai Cai2Umair Akram3Nghia Thi Minh Luu4School of Economics and Management, Anhui Polytechnic University, Wuhu, ChinaSchool of Economics and Management, Anhui Polytechnic University, Wuhu, China; Corresponding author.School of Economics and Management, Anhui Polytechnic University, Wuhu, ChinaThe Business School, RMIT University, Ho Chi Minh, Viet NamThe Business School, RMIT University, Ho Chi Minh, Viet NamThis research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention to purchase luxury products. Data were collected from 389 participants through an online survey. Structural equation modelling (SEM) was used to analyze the data. The results showed that eWOM, perceived value, and consumer attitudes significantly affected luxury purchase intention. Moreover, perceived enjoyment moderates the relationship between perceived value, consumer attitude, and purchase intention. This study is designed to help practitioners and researchers understand why young Chinese consumers are interested in purchasing luxury goods online. Luxury brand companies can improve their marketing strategies by developing strategies aligned with the mindset of digital native Generation Z.http://www.sciencedirect.com/science/article/pii/S000169182300224XeWOMConsumer attitudePerceived enjoymentPurchase intentionSocial exchange theory |
| spellingShingle | Muhammad Bilal Yunfeng Zhang Shukai Cai Umair Akram Nghia Thi Minh Luu Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment Acta Psychologica eWOM Consumer attitude Perceived enjoyment Purchase intention Social exchange theory |
| title | Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment |
| title_full | Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment |
| title_fullStr | Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment |
| title_full_unstemmed | Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment |
| title_short | Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment |
| title_sort | unlocking luxury purchase intentions in china a study of consumer attitude perceived value and the moderating effect of perceived enjoyment |
| topic | eWOM Consumer attitude Perceived enjoyment Purchase intention Social exchange theory |
| url | http://www.sciencedirect.com/science/article/pii/S000169182300224X |
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