نوع مقاله : مقاله پژوهشی
نویسندگان
1 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد، دانشگاه تربیت مدرس، تهران، ایران
2 گروه مدیریت بازرگانی، دانشکده مدیریت و اقتصاد،دانشگاه تربیت مدرس، تهران، ایران
چکیده
کلیدواژه‌ها
موضوعات
عنوان مقاله [English]
نویسندگان [English]
Luxury goods buying behavior can be observed among almost all of the social classes but may have different motivational basis. So, it is important to examine the consumer motivations which stem from their expected purchase values. Therefore, this article intends to study the effect of brand image on luxury goods buying intention and the emergence of conspicuous consumption as one of the common patterns of the consumption of luxury goods through purchasing values including uniqueness value, social status value and hedonic value as mediator variables and gender as moderator variable.
The data collected from 345 customers of different branches of Novin Leather brand in Tehran. Random cluster sampling and in the form of structural equations modeling, SPSS and Smart PLS software were used for analyzing the data. The results show that among the purchase values, the value of the social status does not affect the intention to buy, the gender does not affect the relationship between the purchase values and the purchase intention, and the purchase intention has a positive and significant effect on the conspicuous consumption.
کلیدواژه‌ها [English]
آذر، عادل، مومنی، منصور. (1385). آمار و کاربرد آن در مدیریت. تهران: انتشارات سمت. چاپ دهم. جلد اول.
باکاک، رابرت. مصرف. ترجمه: مراد ثقفی. (1381). تهران: نشر شیرازه.
حافظ نیا، محمدرضا. (1388). مقدمه‌ای بر روش تحقیق در علوم انسانی. تهران: انتشارات سمت، چاپ یازدهم.
حیدرزاده، کامبیز، ایرانی، ندا.(1390). بررسی نقش ارزش مبتنی بر فایده و لذت جویانه در رضایت مصرف‌کنندگان از خرید پوشاک در ایران. فصلنامه مدیریت توسعه و تحول، دوره 3، شماره 7، ص 69-90.
خورشیدی، غلامحسین، قنبرزاده میاندهی، رضا، فخارمنش، سینا (1393). عوامل مؤثر بر شکل‌گیری تصویر برند و نقش تعدیل کنندگی نیاز به منحصربه‌فرد بودن و ظاهربینی مشتریان. چشم‌انداز مدیریت، شماره 20، ص 159-176.
خیری، بهرام، فتحعلی، متینه. (1394). بررسی عوامل مؤثر بر قصد خرید محصولات لوکس. مجله مدیریت بازاریابی، شماره 26، ص 1-24.
وبلن، توریستین. نظریه طبقه تن آسا. ترجمه: فرهنگ ارشاد (1396). تهران: نشر نی، چاپ ششم.
Aghaei, Mohammad, Jabarzadehkarbasi, Bahram, Falahati, Saeed, Homayoonzadeh, Rohollah, Aghapour,
Seyyed Hossein, Hashemi, Sangtarashani, Seyyed Mohammad & Koulak Adel. (2014). Iranian
Luxury Consumption: Impact of Status Consumption, Informational Interpersonal Influences, Brand
Origin and Interdependent Self-Construal Research. Journal of Recent Sciences.3 (3).4-11.
Azar, Adel, Momeni, Mansour. (2006). Statistic and its application in management, Samt Publication. (In
Persian).
Aliyev, Farhad, Wanger, Ralf. (2018). Cultural Influence on Luxury Value Perception: Collectivist vs.
Individualist Luxury Perception. Journal of International Consumer Marketing. 30(3). 158-172.
Bertrandias, Laurent, & Goldsmith, Ronald, E. (2006). Some psychological motivations for fashion
opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management.
10(1). 25-40.
Buunk, Abraham & Gibbons X. Frederick. (2007). Social comparison: The end of a theory and the
emergence of a field. Journal of Organizational Behavior and Human Decision Processes.102. 3–21.
Chen, Ching-Fu & Chang, Yu-Ying. (2008). Airline brand equity, brand preference, and purchase
intentions--The moderating effects of switching costs. Journal of Air Transport Management.
14(1):40-42.
Ghalandari, Kamal, Norouzi Abdolah. (2012). the Effect of Country of Origin on Purchase Intention: The
Role of Product Knowledge. Research Journal of Applied Sciences, Engineering and Technology.
4(9). 1166-1171.
Goenka, S. & Thomas, M. (2020). The malleable morality of conspicuous consumption. Journal of
Personality and Social Psychology. 118(3). 562–583.
Hannele, Kauppinen Räisänen, Peter,Björk, Alexandra, Lönnström, Marie, Nathalie Jauffret. (2018). How
consumers' need for uniqueness, self-monitoring, and social identity affect their choices when luxury
brands visually shout versus whisper, Journal of Business Research. 84.72-81.
Heidarzadeh, Kambiz, & Raeis Rouhani, Fereshteh. (2013). Investigation of the effects of luxury brand
perception and brand preference on purchase intention of luxury products. African Journal of Business
Management. 7(18), 1778-1790.
Heidarzadeh, Kambiz & Irani, Neda. (2011). investigating the role of utilitarian and Hedonic value on
consumer satisfaction in clothe purchase in Iran, Journal of Management and development.3 (7). 69-
Heine, Klaus. (2010). Identification and motivation of participants for luxury consumer surveys through
viral participant acquisition. The Electronic Journal of Business Research Methods. 8(2). 132-45.
Khorshidi, Gholam Hossein, Ghanbarzadeh Miyandehi, Fakharmanesh, Sina. (2014). Factors affecting the
formation of brand image and moderating role of need for uniqueness. Journal of Management
Perspective. 20. 159-176. (In Persian).
Kheiri, Bahram, Fathali, Matineh, (2015). Investigating Effective Factors on Purchase Intention of
Luxury Products. Journal of Marketing Management. 6. 1-24. (In Persian).
Latter, C. I. Phau, & C. Marchegiani. (2010). The role of consumers needs for uniqueness and status
consumption in haute couture luxury brands. Journal of Global Fashion Marketing, 1(4). 205 -213.
Martínez, E. & Pina, J.M. (2003). The negative impact of brand extensions on parent brand image.
Journal of Product & Brand Management. 12(7). 432 -448.
Misra, Gul, C. Gender. (2013). Luxury Affection and Status Consumption in an Emerging Market: The
Case of Turkey Proceedings of World Business and Social Science Research conference, Bangkok,
Thailand.
Nelissen, Rob, M.A. & Meijers, Marijn, H.C. (2011). Social benefits of luxury brands as costly signals of
wealth and status. Journal of Evolution and Human Behavior 32(5), 343-355.
Nunes, Joseph, C. Drèze, Xavier, & Han, Young Jee. (2011). Conspicuous consumption in a recession:
Toning it down or turning it up? Journal of Consumer Psychology, 21(2), 199-205
Nwankwo, Sonny, Nicolas Hamelin, & Khaled, Meryem. (2014). Consumer values, motivation and
purchase intention for luxury goods. Journal of Retailing and Consumer Services, 21(5), 735-744.
O'cass, Aron, & McEwen, Hmily. (2004). Exploring consumer status and conspicuous
consumption. Journal of Consumer Behaviour, 4(1), 25-39.
Overby, Jeffrey W. & Lee, Eun-Ju. (2006). The effects of utilitarian and hedonic online shopping value
on consumer preference and intentions. Journal of Business Research, 59(10), 1160-1166.
Srinivasan, R. Srivastava, R.K. Bahanot. (2015), Women’s purchase behavior toward luxury products
Journal of Research in Humanities and Social Science, 3(8), 22-31.
Stegemann, Nicole. (2006). Unique brand extension challenges for luxury brands. Journal of Business &
Economics Research, 4(10). 57-68.
Stokburger-Sauer, Nicola E. & Teichmann, Karin. (2013). Is luxury just a female thing? The role of
gender in luxury brand consumption. Journal of Business Research, 66(7), 889-896.
Tian, Kelly Tepper, & McKenzie, Karyn. (2001). The long-term predictive validity of the consumers’
need for uniqueness scale. Journal of Consumer Psychology, 10(3), 171-193.
Tovikkai, Kamolwan, & Wiwatchai Jirawattananukool, (2010). An exploratory study on young Thai
women consumer behavior toward purchasing luxury fashion brands, a master thesis of School of
Sustainable Development of Society and Technology.
Wiedmann, Klaus, Peter, Hennigs, Nadine, & Siebels, Astrid. (2007). Measuring consumers’ luxury value
perception: A cross-cultural framework. Journal of Academy of Marketing Science Review, 7(7), 333-
361.
Vahie, A. & Paswan, A. (2006). Private label brand image: its relationship with store image and national
brand. International Journal of Retail & Distribution Management, 34(1), 67–84.
Vigneron, Franck, & Johnson, Lester W. (2004). "Measuring perceptions of brand luxury." Journal of
Brand Management, 11(6), 484-506.
)