瞭解印度年輕消費者對於奢侈品之購買行為—計畫行為理論觀點

Abstract

NoneThis study aims to understand the purchase behavior of young Indian consumers regarding luxury jewelry from a Theory of Planned Behavior perspective. The research investigates the relationships between brand attitude, subjective norm, perceived behavioral control, hedonic value, conspicuous value, and purchase intention. Additionally, it explores the potential moderating effect of globalist tendencies on these relationships. The study employs a quantitative approach, utilizing hypothesis testing and statistical analysis to analyze data collected from 241 young Indian consumers.The results reveal several significant findings. Firstly, the study supports the hypotheses that brand attitude positively influences both hedonic value and conspicuous value, indicating that favorable brand attitudes are associated with higher levels of perceived hedonic and conspicuous value in luxury jewelry purchases. Similarly, subjective norm is found to have a positive impact on both hedonic value and conspicuous value, suggesting that societal and social influences play a role in shaping consumers' perceptions of value in luxury jewelry. However, perceived behavioral control does not significantly affect hedonic value or conspicuous value. Furthermore, the study confirms that both hedonic value and conspicuous value positively influence purchase intention of luxury jewelry among young Indian consumers. Consumers who perceive higher levels of hedonic or conspicuous value are more likely to express a stronger intention to purchase luxury jewelry. However, the moderating effect of globalisttendencies on these relationships is not supported. Being a high level of globalist does not significantly moderate the relationships between value perceptions and purchase intention in the context of luxury jewelry.Additional analysis reveals a significant positive relationship between subjective norm and purchase intention, indicating that social influences exert a substantial impact on young Indian consumers' intentions to purchase luxury jewelry. This highlights the importance of subjective norms as a motivational factor in driving luxury jewelry purchase intentions among young Indian consumers.