Examination of the Factors Affecting Consumers’ Attitude and Purchase Intent towards Luxury Fashion Goods inthree cities of Khuzestan (Ahvaz Abadan, Khorramshahr)

Azadeh Ebrahimi Rad, Abdol Karim Gayem

Abstract


The aim of this study was to investigate the factors influencing consumers’ attitudes and purchase intenttowardsluxury fashion goods in Khuzestan province in 2015. The population of study is consisted of customers referringto the luxury fashion product markets in the cities of Abadan, Ahwaz and Khorramshahr. Since the population of the study is an unlimited,384customers were selected using Morgan sample table and random sampling method was used.In this study, data was collected by questionnaire on factors affecting on purchase intent towards luxury fashion goods in five Likert scale.The reliability of questionnaire wascomputed 94%by Cronbach's alpha coefficient. For data analysis, structural equation modeling test (SEM), multivariate linear regression analysis and T-test, SPSS and AMOS software were used.The results showed that (materialism, social comparison, fashion involvement and fashion innovativeness) have a significant and positive effect onthe intention and attitude for purchasing luxury fashion goods in the population under study. Brand awareness variable has nosignificant impacton the intent and attitude for purchasing luxury fashion goods.


Keywords


purchase intent, purchase tendency, luxury fashion goods, purchase attitude, luxury fashion

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