Factor Affecting Attitude and Purchase Intention of Luxury Fashion Product Consumption: A Case of Korean University Students

Maidul Islam and Bidhanchandra Nahakpam Singh
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Maidul Islam: Department of E-Trade, Keimyung University, Daegu 42601, Korea
Bidhanchandra Nahakpam Singh: Department of Distribution Management, Tongmyong University, Busan 48520, Korea

Sustainability, 2020, vol. 12, issue 18, 1-14

Abstract: The purpose of this study was to look into the factors affecting South Korean college students’ luxury goods purchases and their intent to buy them. A conceptual model was proposed and was tested by several hypotheses. Data were collected from Seoul, Daegu, and Daejeon in South Korea. A total of 153 respondents took part in this survey, which was conducted on brand awareness, social contrast, acquisitive, innovation in fashion, engagement in fashion, buying luxury brand attitudes, and buying interest of luxury products. Factor analysis and regression analysis were done to test the hypotheses by using SPSS. The results of this study indicated a significant positive relationship between the buying intention of luxury products and brand awareness, social contrast, and innovation in fashion. This paper help manufacturer and marketing managers to make better marketing strategies for college students.

Keywords: luxury fashion goods; social comparison; shopping enjoyment; fashion lifestyle university students; brand awareness (search for similar items in EconPapers)
JEL-codes: O13 Q Q0 Q2 Q3 Q5 Q56 (search for similar items in EconPapers)
Date: 2020
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