THE IMPACT OF SOCIAL COMPARISON AND STATUS SEEKING ON LUXURY PURCHASE INTENTIONS
Keywords:social comparison, , luxury preference, purchase intention, luxury products
Purpose: This study aims to further explore the relationship between social comparison, individual’s luxury preference and their intentions to purchase luxury.
Design/methodology/approach: This study is based on survey in the downtown Perth, Western Australia.
Findings: This study finds that social comparison is positively related to purchase intention of luxury products, and mediated by luxury preference on the prediction of individual’s intention to purchase luxury products.
Originality: Drawing insights from social comparison theory, this research provides an important path framework to expand the knowledge of consumers’ motivation to purchase luxury.
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