A study of antecedents and outcomes of social media WOM towards luxury brand purchase intention

Jungkun Park, Hyowon Hyun and Toulany Thavisay

Journal of Retailing and Consumer Services, 2021, vol. 58, issue C

Abstract: This research develops a conceptualized model that illuminates the role of luxury perceptions in explaining consumer engagement in social media WOM and luxury purchase intention. It also explores the moderating effects of consumer demographic characteristics and perceived social status. The proposed model is validated by using SEM in AMOS against 282 samples, and chi-square difference test is applied to test the moderating effects. The findings demonstrate that social media WOM positively influences consumer luxury purchase intention. Perceived quality highly influences functional and social value, and social media WOM is strongly influenced by personal and functional value. This research 1) highlights the powerful role of social media WOM in enhancing luxury brands purchase intention, 2) extends current body of knowledge of the social media WOM and its focal antecedents, and 3) shows how consumer characteristics (e.g., age, gender, income, education, perceived social status) are important for developing customized marketing strategy to promote luxury brands on SNS. Overall, this study helps firms to understand which aspect of luxury brands to be emphasized to initiate consumers into social media WOM, which in turn, influences purchase intention.

Keywords: Luxury product; Perceived quality; Perceived value; Social media WOM; Consumer characteristics (search for similar items in EconPapers)
Date: 2021
References: View references in EconPapers View complete reference list from CitEc
Citations: View citations in EconPapers (39)

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Persistent link: https://EconPapers.repec.org/RePEc:eee:joreco:v:58:y:2021:i:c:s0969698920312807

DOI: 10.1016/j.jretconser.2020.102272

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