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ANALYSIS OF THE FACTORS THAT INFLUENCE CUSTOMER PURCHASE INTENTION TOWARDS LUXURY FASHION GOODS
Corresponding Author(s) : Haniza Hashim
Humanities & Social Sciences Reviews,
Vol. 7 No. 5 (2019): September
Abstract
Purpose: Malaysia is an important luxury market and this luxury industry wills growth in the future because of the demand from young Malaysian consumers. Therefore, the purpose of this study is to examine the influencing factors that affect Malaysian Consumers’ purchase intention towards luxury fashion goods and their relative importance.
Methodology: Questionnaires had been distributed to 200 respondents. Data had been analyzed using SPSS to identify whether factors such as materialism, social comparison, and brand consciousness have a significant relationship with the intention to purchase luxury fashion goods.
Results: Results indicated that materialism and brand consciousness has a positive relationship with the purchase intention of luxury fashion goods in Malaysia.
Implications: Malaysian consumers are more conscious and more aware of the unique brands to give prominence to their self-identity.
Keywords
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- Belk, R. (1985). Materialism: trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.2. Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross-cultural comparison. Journal of Business Research, 65(10), 1443-1451. https://doi.org/10.1016/j.jbusres.2011.10.010 DOI: https://doi.org/10.1016/j.jbusres.2011.10.010
- Chan, K., & Prendergast, G. (2007). Materialism and social comparison among adolescents. Social Behavior and Personality, 35(2), 213–228. https://doi.org/10.2224/sbp.2007.35.2.213 DOI: https://doi.org/10.2224/sbp.2007.35.2.213
- Dittmar, H. (1994). Material possessions as stereotypes: Material images of different socio-economic groups. Journal of Economic Psychology, 15(4), 561–585. https://doi.org/10.1016/0167-4870(94)90011-6 DOI: https://doi.org/10.1016/0167-4870(94)90011-6
- Dunning, D., & Hayes, A. (1996). Evidence of egocentric comparison in social judgment. Journal of Personality and Social Psychology, 71, 213-229. https://doi.org/10.1037/0022-3514.71.2.213 DOI: https://doi.org/10.1037/0022-3514.71.2.213
- Euromonitor International. (2015, January). Luxury goods in Japan. Retrieved August 28, 2015, from Euromonitor International: http://www.euromonitor.com/luxury-goods-in-japan/report
- Fan, J., & Xiao, J. (1998). Consumer decision-making styles of young-adult Chinese. Journal of Consumer Affairs, 32(2), 275-294. https://doi.org/10.1111/j.1745-6606.1998.tb00410.x DOI: https://doi.org/10.1111/j.1745-6606.1998.tb00410.x
- Festinger, L. (1954). A theory of social comparison processes. Human Relation, 7(2), 117-140. https://doi.org/10.1177/001872675400700202 DOI: https://doi.org/10.1177/001872675400700202
- Fishbein, M., &Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory Reasoned Action. Reading, MA: Addison-Wesley.
- Gao, L., Norton, M., Zhang, Z., & To, C. (2009). Potential niche markets for luxury fashion goods in China. Journal of Fashion Marketing and Management, 13(4), 514–526. https://doi.org/10.1108/13612020910991376 DOI: https://doi.org/10.1108/13612020910991376
- Goody. (2006). From misery to luxury. Social Science Information, 45(3), 341-348. https://doi.org/10.1177/0539018406066526 DOI: https://doi.org/10.1177/0539018406066526
- Han, Y., Nunes, J., &Drèze, X. (2010). Signalling status with luxury goods: the role of brand prominence. Journal of Marketing, 74(4), 15-30. https://doi.org/10.1509/jmkg.74.4.015 DOI: https://doi.org/10.1509/jmkg.74.4.15
- Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13(2), 231-245. https://doi.org/10.1108/13612020910957734 DOI: https://doi.org/10.1108/13612020910957734
- Jain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing luxury buying behaviour: the Indian perspective. Journal of Product & Brand Management, 24(3), 211 – 228. https://doi.org/10.1108/JPBM-07-2014-0655 DOI: https://doi.org/10.1108/JPBM-07-2014-0655
- Kamal, S., Chu, S., & Pedram, M. (2013). Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations. Journal of Interactive Advertising, 13(1), 27-40. ttps://doi.org/10.1080/15252019.2013.768052 DOI: https://doi.org/10.1080/15252019.2013.768052
- Kamarulzaman, A. A., Hezlin, H., Salmi, M. Z., & Nor Azlina, A. (2013). The commercialisation of University Research: An Investigation of Researchers' Behaviour. Communications of IBIMA, 19.
- Kapferer, J., & Bastien, V. (2008). The specificity of luxury management: Turning marketing upside down. Brand Management, 16(5/6), 311-322. https://doi.org/10.1057/bm.2008.51 DOI: https://doi.org/10.1057/bm.2008.51
- LaChance, J., Beaudoin, P., & Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47–57. https://doi.org/10.1046/j.1470-6431.2003.00261.x DOI: https://doi.org/10.1046/j.1470-6431.2003.00261.x
- Lehmann, D., & Winer, R. (1997). Irwin, Sydney: Product Management 2nd ed.
- Liao, J., & Wang, L. (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology and Marketing, 26(11), 987–1001. https://doi.org/10.1002/mar.20309 DOI: https://doi.org/10.1002/mar.20309
- Lilly, Y., Bose, M., & Pelton, L. (2012). Dispelling the collective myth of Chinese consumers: a new generation of brand-conscious individualists. Journal of Consumer Marketing, 29(3), 190-201. https://doi.org/10.1108/07363761211221729 DOI: https://doi.org/10.1108/07363761211221729
- Lu, P., & Pras, B. (2011). Profiling mass affluent luxury goods consumers in China: a psychographic approach. Thunderbird International Business Review, 53(4), 435-455. https://doi.org/10.1002/tie.20422 DOI: https://doi.org/10.1002/tie.20422
- Manson, R. (1981). Conspicuous consumption: A Study of Exceptional Consumer Behavior. St Martin's Press, New York.
- Nelson, M., & McLeod, L. (2005). Adolescent brand consciousness and product placement: awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528. https://doi.org/10.1111/j.1470-6431.2005.00429.x DOI: https://doi.org/10.1111/j.1470-6431.2005.00429.x
- Park, H.-J., Burns, L., & Rabolt, N. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders: the moderating effect of internet innovativeness. Journal of Fashion Marketing and Management, 11(2), 201–214. https://doi.org/10.1108/13612020710751383 DOI: https://doi.org/10.1108/13612020710751383
- Park, H.-J., Rabolt, N., & Jeon, K.-S. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 12(2), 244-259. https://doi.org/10.1108/13612020810874917 DOI: https://doi.org/10.1108/13612020810874917
- Richins, M. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522–533. https://doi.org/10.1086/209415 DOI: https://doi.org/10.1086/209415
- Richins, M., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316. https://doi.org/10.1086/209304 DOI: https://doi.org/10.1086/209304
- Sadqes-haghi, S. (2014). Factors affecting consumer attitude and their impact on purchase intention of leather clothes. Journal of Switzerland Research Park, 103(1), 33-47.
- Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review, 29(6), 574 - 596. https://doi.org/10.1108/02651331211277955 DOI: https://doi.org/10.1108/02651331211277955
- Sproles, G., & Kendall, E. (1986). A methodology for profiling consumers' decision-making style. Journal of Consumer Affairs, 20(2), 267–279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x DOI: https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
- Teimourpour, B., & Hanzaee, K. (2011). The impact of culture on luxury consumption behaviour among Iranian consumers. Journal of Islamic Research, 2(3), 309-328. https://doi.org/10.1108/17590831111164822 DOI: https://doi.org/10.1108/17590831111164822
- Vazifehdust, H., & Reihani, N. (2013). Why is Young Consumers ' Purchase Intention toward Foreign Luxury Good? Presenting Framework for Young Consumer Purchase Behavior Case Study: Mobile Consumers in Iran. Journal of Basic and Applied Scientific Research, 3(5), 914-923.
- Vigneron, F., & Johnson, L. (2004). Measuring perceptions of brand luxury. Brand Management, 11(6), 484-506. https://doi.org/10.1057/palgrave.bm.2540194 DOI: https://doi.org/10.1057/palgrave.bm.2540194
- Wang, Y., Sun, S., & Song, Y. (2011). Chinese luxury consumers: motivation, attitude, and behaviour. Journal of Promotion Management, 17(3), 345-359. https://doi.org/10.1080/10496491.2011.596122 DOI: https://doi.org/10.1080/10496491.2011.596122
- Wong, N. (1997). Suppose you own the world and no one knows? Conspicuous consumption, materialism and self. Advances in Consumer Research, 24(1), 197–203.
- Wu, M.-S., Chaney, I., Chen, C.-H., Bang, N., & Melawar, T. (2015). Luxury fashion brands: Factors influencing young female consumers' luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal, 18(3), 298-319. https://doi.org/10.1108/QMR-02-2014-0016 DOI: https://doi.org/10.1108/QMR-02-2014-0016
- Yim, Y.-C., Paul, L., Williams, J., Lee, S.-J., & Marcrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389. https://doi.org/10.1108/IMR-04-2011-0121 DOI: https://doi.org/10.1108/IMR-04-2011-0121
- Zhan, L., & He, Y. (2012). Understanding luxury consumption in China: consumer perceptions of best-known brands. Journal of Business Research, 65(10), 1452–1460. https://doi.org/10.1016/j.jbusres.2011.10.011 DOI: https://doi.org/10.1016/j.jbusres.2011.10.011
- Zhang, B., & Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Service, 20(1), 68-7. https://doi.org/10.1016/j.jretconser.2012.10.007 DOI: https://doi.org/10.1016/j.jretconser.2012.10.007
References
Belk, R. (1985). Materialism: trait aspects of living in the material world. Journal of Consumer Research, 12(3), 265-280.2. Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross-cultural comparison. Journal of Business Research, 65(10), 1443-1451. https://doi.org/10.1016/j.jbusres.2011.10.010 DOI: https://doi.org/10.1016/j.jbusres.2011.10.010
Chan, K., & Prendergast, G. (2007). Materialism and social comparison among adolescents. Social Behavior and Personality, 35(2), 213–228. https://doi.org/10.2224/sbp.2007.35.2.213 DOI: https://doi.org/10.2224/sbp.2007.35.2.213
Dittmar, H. (1994). Material possessions as stereotypes: Material images of different socio-economic groups. Journal of Economic Psychology, 15(4), 561–585. https://doi.org/10.1016/0167-4870(94)90011-6 DOI: https://doi.org/10.1016/0167-4870(94)90011-6
Dunning, D., & Hayes, A. (1996). Evidence of egocentric comparison in social judgment. Journal of Personality and Social Psychology, 71, 213-229. https://doi.org/10.1037/0022-3514.71.2.213 DOI: https://doi.org/10.1037/0022-3514.71.2.213
Euromonitor International. (2015, January). Luxury goods in Japan. Retrieved August 28, 2015, from Euromonitor International: http://www.euromonitor.com/luxury-goods-in-japan/report
Fan, J., & Xiao, J. (1998). Consumer decision-making styles of young-adult Chinese. Journal of Consumer Affairs, 32(2), 275-294. https://doi.org/10.1111/j.1745-6606.1998.tb00410.x DOI: https://doi.org/10.1111/j.1745-6606.1998.tb00410.x
Festinger, L. (1954). A theory of social comparison processes. Human Relation, 7(2), 117-140. https://doi.org/10.1177/001872675400700202 DOI: https://doi.org/10.1177/001872675400700202
Fishbein, M., &Ajzen, I. (1975). Belief, Attitude, Intention and Behavior: An Introduction to Theory Reasoned Action. Reading, MA: Addison-Wesley.
Gao, L., Norton, M., Zhang, Z., & To, C. (2009). Potential niche markets for luxury fashion goods in China. Journal of Fashion Marketing and Management, 13(4), 514–526. https://doi.org/10.1108/13612020910991376 DOI: https://doi.org/10.1108/13612020910991376
Goody. (2006). From misery to luxury. Social Science Information, 45(3), 341-348. https://doi.org/10.1177/0539018406066526 DOI: https://doi.org/10.1177/0539018406066526
Han, Y., Nunes, J., &Drèze, X. (2010). Signalling status with luxury goods: the role of brand prominence. Journal of Marketing, 74(4), 15-30. https://doi.org/10.1509/jmkg.74.4.015 DOI: https://doi.org/10.1509/jmkg.74.4.15
Husic, M., & Cicic, M. (2009). Luxury consumption factors. Journal of Fashion Marketing and Management, 13(2), 231-245. https://doi.org/10.1108/13612020910957734 DOI: https://doi.org/10.1108/13612020910957734
Jain, V., Roy, S., & Ranchhod, A. (2015). Conceptualizing luxury buying behaviour: the Indian perspective. Journal of Product & Brand Management, 24(3), 211 – 228. https://doi.org/10.1108/JPBM-07-2014-0655 DOI: https://doi.org/10.1108/JPBM-07-2014-0655
Kamal, S., Chu, S., & Pedram, M. (2013). Materialism, Attitudes, and Social Media Usage and Their Impact on Purchase Intention of Luxury Fashion Goods Among American and Arab Young Generations. Journal of Interactive Advertising, 13(1), 27-40. ttps://doi.org/10.1080/15252019.2013.768052 DOI: https://doi.org/10.1080/15252019.2013.768052
Kamarulzaman, A. A., Hezlin, H., Salmi, M. Z., & Nor Azlina, A. (2013). The commercialisation of University Research: An Investigation of Researchers' Behaviour. Communications of IBIMA, 19.
Kapferer, J., & Bastien, V. (2008). The specificity of luxury management: Turning marketing upside down. Brand Management, 16(5/6), 311-322. https://doi.org/10.1057/bm.2008.51 DOI: https://doi.org/10.1057/bm.2008.51
LaChance, J., Beaudoin, P., & Robitaille, J. (2003). Adolescents’ brand sensitivity in apparel: influence of three socialization agents. International Journal of Consumer Studies, 27(1), 47–57. https://doi.org/10.1046/j.1470-6431.2003.00261.x DOI: https://doi.org/10.1046/j.1470-6431.2003.00261.x
Lehmann, D., & Winer, R. (1997). Irwin, Sydney: Product Management 2nd ed.
Liao, J., & Wang, L. (2009). Face as a mediator of the relationship between material value and brand consciousness. Psychology and Marketing, 26(11), 987–1001. https://doi.org/10.1002/mar.20309 DOI: https://doi.org/10.1002/mar.20309
Lilly, Y., Bose, M., & Pelton, L. (2012). Dispelling the collective myth of Chinese consumers: a new generation of brand-conscious individualists. Journal of Consumer Marketing, 29(3), 190-201. https://doi.org/10.1108/07363761211221729 DOI: https://doi.org/10.1108/07363761211221729
Lu, P., & Pras, B. (2011). Profiling mass affluent luxury goods consumers in China: a psychographic approach. Thunderbird International Business Review, 53(4), 435-455. https://doi.org/10.1002/tie.20422 DOI: https://doi.org/10.1002/tie.20422
Manson, R. (1981). Conspicuous consumption: A Study of Exceptional Consumer Behavior. St Martin's Press, New York.
Nelson, M., & McLeod, L. (2005). Adolescent brand consciousness and product placement: awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528. https://doi.org/10.1111/j.1470-6431.2005.00429.x DOI: https://doi.org/10.1111/j.1470-6431.2005.00429.x
Park, H.-J., Burns, L., & Rabolt, N. (2007). Fashion innovativeness, materialism, and attitude toward purchasing foreign fashion goods online across national borders: the moderating effect of internet innovativeness. Journal of Fashion Marketing and Management, 11(2), 201–214. https://doi.org/10.1108/13612020710751383 DOI: https://doi.org/10.1108/13612020710751383
Park, H.-J., Rabolt, N., & Jeon, K.-S. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 12(2), 244-259. https://doi.org/10.1108/13612020810874917 DOI: https://doi.org/10.1108/13612020810874917
Richins, M. (1994). Special possessions and the expression of material values. Journal of Consumer Research, 21(3), 522–533. https://doi.org/10.1086/209415 DOI: https://doi.org/10.1086/209415
Richins, M., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316. https://doi.org/10.1086/209304 DOI: https://doi.org/10.1086/209304
Sadqes-haghi, S. (2014). Factors affecting consumer attitude and their impact on purchase intention of leather clothes. Journal of Switzerland Research Park, 103(1), 33-47.
Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets. International Marketing Review, 29(6), 574 - 596. https://doi.org/10.1108/02651331211277955 DOI: https://doi.org/10.1108/02651331211277955
Sproles, G., & Kendall, E. (1986). A methodology for profiling consumers' decision-making style. Journal of Consumer Affairs, 20(2), 267–279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x DOI: https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
Teimourpour, B., & Hanzaee, K. (2011). The impact of culture on luxury consumption behaviour among Iranian consumers. Journal of Islamic Research, 2(3), 309-328. https://doi.org/10.1108/17590831111164822 DOI: https://doi.org/10.1108/17590831111164822
Vazifehdust, H., & Reihani, N. (2013). Why is Young Consumers ' Purchase Intention toward Foreign Luxury Good? Presenting Framework for Young Consumer Purchase Behavior Case Study: Mobile Consumers in Iran. Journal of Basic and Applied Scientific Research, 3(5), 914-923.
Vigneron, F., & Johnson, L. (2004). Measuring perceptions of brand luxury. Brand Management, 11(6), 484-506. https://doi.org/10.1057/palgrave.bm.2540194 DOI: https://doi.org/10.1057/palgrave.bm.2540194
Wang, Y., Sun, S., & Song, Y. (2011). Chinese luxury consumers: motivation, attitude, and behaviour. Journal of Promotion Management, 17(3), 345-359. https://doi.org/10.1080/10496491.2011.596122 DOI: https://doi.org/10.1080/10496491.2011.596122
Wong, N. (1997). Suppose you own the world and no one knows? Conspicuous consumption, materialism and self. Advances in Consumer Research, 24(1), 197–203.
Wu, M.-S., Chaney, I., Chen, C.-H., Bang, N., & Melawar, T. (2015). Luxury fashion brands: Factors influencing young female consumers' luxury fashion purchasing in Taiwan. Qualitative Market Research: An International Journal, 18(3), 298-319. https://doi.org/10.1108/QMR-02-2014-0016 DOI: https://doi.org/10.1108/QMR-02-2014-0016
Yim, Y.-C., Paul, L., Williams, J., Lee, S.-J., & Marcrury, I. (2014). Drivers of attitudes toward luxury brands: A cross-national investigation into the roles of interpersonal influence and brand consciousness. International Marketing Review, 31(4), 363-389. https://doi.org/10.1108/IMR-04-2011-0121 DOI: https://doi.org/10.1108/IMR-04-2011-0121
Zhan, L., & He, Y. (2012). Understanding luxury consumption in China: consumer perceptions of best-known brands. Journal of Business Research, 65(10), 1452–1460. https://doi.org/10.1016/j.jbusres.2011.10.011 DOI: https://doi.org/10.1016/j.jbusres.2011.10.011
Zhang, B., & Kim, J.-H. (2013). Luxury fashion consumption in China: Factors affecting attitude and purchase intent. Journal of Retailing and Consumer Service, 20(1), 68-7. https://doi.org/10.1016/j.jretconser.2012.10.007 DOI: https://doi.org/10.1016/j.jretconser.2012.10.007