Reference Group Influence on Consumption of Luxury-Brand

Luxury provides the symbols of social status,so reference group influence on consumption of luxury is particularly significant. Using 427 consumers of LV as samples,reference group influence on luxury-brand loyalty and the estimation of mediating effect are discussed. The empirical study shows that reference group influence is positively correlated with luxury-brand loyalty. Both informational and value-expressive reference group influence have significant positive effect on social-oriented and personal-oriented purchase value,whereas utilitarian reference group influence only has significant positive effect on social-oriented purchase value. The purchase value of luxury-brand was tested of having partial or full mediating effects on reference group influence and luxury-brand loyalty. Results show managerial meaning for the luxury industry,it supports that reference group influence is an important factor for brand loyalty,and the purchase value perceived by consumers has strong effect on consumer's repurchase intention and word-of-mouth intention.