Luxury Value Perception and Moderating Effect of Psychological Distance in Response to Luxury Buying Behavior
|關鍵字:||精品;精品知覺價值;解釋水平理論;心理距離;Luxury Brand;Luxury Value Perception;Construal Level Theory;Psychological Distance|
In recent years, the luxury goods market grows fast. With the craze of luxury buying, today not only aristocrats but also the population that desire to own conspicuous products are included in the consumer groups. In that, the kinds of luxury consumers become more diverse than before. People always love the cheaper products, but they still are willing to pay a lot of money to buy luxury goods. In this study, we introduced the framework of construal level theory. We proposed that people constitute different forms of traversing psychological distance before the luxury buying behavior occurs. The empirical result indicates that consumer’s luxury buying behavior is affected by luxury value perception. Moreover, the moderating effect of various package size psychological distance is statistically significant to influence the relationship between luxury value perception and buying behavior. In other words, the different forms of psychological distance boosts value – behavior correspondence. Finally, we also provide some practical suggestion for marketing strategy of luxury consumption.
|Appears in Collections:||Thesis|