Unlocking luxury purchase intentions in China: A study of consumer attitude, perceived value, and the moderating effect of perceived enjoyment

被引：9

作者：

Bilal, Muhammad ^{[1
]}

Zhang, Yunfeng ^{[1
]}

Cai, Shukai ^{[1
]}

Akram, Umair ^{[2
]}

Luu, Nghia Thi Minh ^{[2
]}

机构：

[1] Anhui Polytech Univ, Sch Econ & Management, Wuhu, Peoples R China

[2] RMIT Univ, Business Sch, Ho Chi Minh, Vietnam

来源：

ACTA PSYCHOLOGICA | 2023年 / 240卷

基金：

中国国家自然科学基金;

关键词：

eWOM; Consumer attitude; Perceived enjoyment; Purchase intention; Social exchange theory; WORD-OF-MOUTH; SOCIAL NETWORKING SITES; BRAND COMMUNITIES; CO-CREATION; EWOM; INFORMATION; MEDIA; CREDIBILITY; TRUST; MOTIVATION;

D O I：

10.1016/j.actpsy.2023.104048

中图分类号：

B84 [心理学];

学科分类号：

04 ; 0402 ;

摘要：

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.

引用

页数：11

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