Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior
This study proposes a new model derived from Behavioral Reasoning Theory (BRT) to examine the purchasing behavior of masstige jewelry consumers. The suggested model provides a more comprehensive understanding of the determinants of purchasing masstige products by considering values and reasons in ad...
| Main Authors: | , |
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| Format: | Article |
| Language: | English |
| Published: |
MDPI AG
2024-01-01
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| Series: | Behavioral Sciences |
| Subjects: | |
| Online Access: | https://www.mdpi.com/2076-328X/14/1/67 |
| _version_ | 1797344618986078208 |
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| author | Ayse Sedef Uluturk Umut Asan |
| author_facet | Ayse Sedef Uluturk Umut Asan |
| author_sort | Ayse Sedef Uluturk |
| collection | DOAJ |
| description | This study proposes a new model derived from Behavioral Reasoning Theory (BRT) to examine the purchasing behavior of masstige jewelry consumers. The suggested model provides a more comprehensive understanding of the determinants of purchasing masstige products by considering values and reasons in addition to the global motives and intention. The study also examines, for the first time, the moderating role of reasons. It explores how reasons may strengthen or weaken the impact of perceived values on global motives. The proposed model was empirically tested using partial least squares-structural equation modeling (PLS-SEM) with survey data on the consumption of masstige jewelry brands in Türkiye. To provide a more complete understanding of the moderating role of reasons, submodels were constructed for different value–reason combinations. The results demonstrate notable differences in the goodness-of-fit measures between the moderated and non-moderated models. Specifically, reasons contributed to enhanced explanations of global motives and intention, both directly and indirectly. However, not all submodels yielded significant results in terms of the moderator effect. Thus, the empirical tests supported the hypotheses regarding the moderating effect only partially. Overall, the current findings further extend the existing frameworks and provide valuable insights into masstige jewelry purchasing behavior, which can be used by marketers to develop more effective strategies. |
| first_indexed | 2024-03-08T11:05:21Z |
| format | Article |
| id | doaj.art-742c732a2e5948e3b406e7ffb7049ab5 |
| institution | Directory Open Access Journal |
| issn | 2076-328X |
| language | English |
| last_indexed | 2024-03-08T11:05:21Z |
| publishDate | 2024-01-01 |
| publisher | MDPI AG |
| record_format | Article |
| series | Behavioral Sciences |
| spelling | doaj.art-742c732a2e5948e3b406e7ffb7049ab52024-01-26T15:05:59ZengMDPI AGBehavioral Sciences2076-328X2024-01-011416710.3390/bs14010067Examining the Moderating Role of Reasons in Masstige Luxury Buying BehaviorAyse Sedef Uluturk0Umut Asan1Department of Industrial Engineering, Istanbul Technical University, Macka, 34367 Istanbul, TürkiyeDepartment of Industrial Engineering, Istanbul Technical University, Macka, 34367 Istanbul, TürkiyeThis study proposes a new model derived from Behavioral Reasoning Theory (BRT) to examine the purchasing behavior of masstige jewelry consumers. The suggested model provides a more comprehensive understanding of the determinants of purchasing masstige products by considering values and reasons in addition to the global motives and intention. The study also examines, for the first time, the moderating role of reasons. It explores how reasons may strengthen or weaken the impact of perceived values on global motives. The proposed model was empirically tested using partial least squares-structural equation modeling (PLS-SEM) with survey data on the consumption of masstige jewelry brands in Türkiye. To provide a more complete understanding of the moderating role of reasons, submodels were constructed for different value–reason combinations. The results demonstrate notable differences in the goodness-of-fit measures between the moderated and non-moderated models. Specifically, reasons contributed to enhanced explanations of global motives and intention, both directly and indirectly. However, not all submodels yielded significant results in terms of the moderator effect. Thus, the empirical tests supported the hypotheses regarding the moderating effect only partially. Overall, the current findings further extend the existing frameworks and provide valuable insights into masstige jewelry purchasing behavior, which can be used by marketers to develop more effective strategies.https://www.mdpi.com/2076-328X/14/1/67behavioral reasoning theoryreasonsmasstige jewelry consumptionmoderator effectpartial least squares-structural equation modeling |
| spellingShingle | Ayse Sedef Uluturk Umut Asan Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior Behavioral Sciences behavioral reasoning theory reasons masstige jewelry consumption moderator effect partial least squares-structural equation modeling |
| title | Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior |
| title_full | Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior |
| title_fullStr | Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior |
| title_full_unstemmed | Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior |
| title_short | Examining the Moderating Role of Reasons in Masstige Luxury Buying Behavior |
| title_sort | examining the moderating role of reasons in masstige luxury buying behavior |
| topic | behavioral reasoning theory reasons masstige jewelry consumption moderator effect partial least squares-structural equation modeling |
| url | https://www.mdpi.com/2076-328X/14/1/67 |
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