新兴市场
消费(社会学)
营销
适度
背景(考古学)
结构方程建模
消费者行为
享乐主义
业务
独创性
广告
心理学
社会心理学
社会学
社会科学
古生物学
统计
数学
财务
创造力
生物
作者
Shadma Shahid,Jamid Ul Islam,Rahela Farooqi,George Thomas
出处
期刊:International Journal of Emerging Markets
[Emerald (MCB UP)]
日期:2021-05-03
被引量:8
标识
DOI:10.1108/ijoem-01-2021-0144
摘要
Purpose This study aims to focus on proposing and empirically validating a model that captures certain critical socio-psychological factors that nurture consumers' attitude towards affordable luxury brands in an emerging market context of India. Design/methodology/approach The data were collected via a cross-sectional questionnaire survey from 491 customers of different fashion accessory luxury products in India. The data were analyzed through structural equation modelling (SEM) using AMOS 23.0 SEM software. Findings The findings of this study reveal that conspicuousness, status consumption, brand name consciousness, need for uniqueness and hedonism positively affect consumer attitude towards affordable luxury, which consequently affects consumers' purchase intention. The findings further reveal that age acts as a moderator in driving consumers' neo-luxury consumption. Originality/value By uniting various socio-psychological factors with consumer attitude and purchase intention in a conceptual model, along with studying the moderating role of age, this study responds to the calls for further research regarding affordable luxury and offers a more granular understanding of specific consumer motivations that guide Indian consumers' affordable luxury consumption.
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