The Examination of Young Affluent Purchase Intention on Luxury Bags in Malaysia
Abstract
Purpose – This study aims to investigate the effect of perceived values & quality, status seeking, emotional attachment and visual merchandising on young affluent towards the purchase intention of luxury bags
Design/methodology/approach – Hypotheses were tested with a random sampling (students who use luxury bags) of 297 university students using distribution of survey forms. Structural equation modeling was used to test the hypotheses.
Findings – The results revealed that young affluent purchase intention and consumption towards luxury bags could be influence by factors such as perceived values & quality, status seeking, emotional attachment and peer influences.
Research limitations/implications – This research is limited by several variables that might be important to the purchase intention of young affluent but were not taken into account.
Originality/value – Many luxury bags are available in Malaysia. However, only several paper are conducted on this field. This paper contributes to the field by presenting several stimuli variables as the influence of purchase intention.
Keywords – Luxury bags, luxury products, perceived value, visual merchandising, Social status, social influences, purchase intention, young consumers
Paper type - Research paper 1.0 Introduction
For centuries, human beings have been satisfied themselves with the possession of luxury goods (Husic and Cicic, 2009). According to Nueno and Quelch (1998), luxury was applied to products that were rare and scarce which were only presented to minor people. However, follow by the time changed, luxury products have been more affordable for young affluent (Sriviroj, 2007). Young affluent can be describes as generation Y that are born in the year of 1977 to 1994 and generation Y consumers can be considered as the wealthiest group of people (Horovitz, 2002). Hence, Vatikiotis (1996) stated that generation Y consumer which is young affluent considered as wealthy and they
Purpose – This study aims to investigate the effect of perceived values & quality, status seeking, emotional attachment and visual merchandising on young affluent towards the purchase intention of luxury bags
Design/methodology/approach – Hypotheses were tested with a random sampling (students who use luxury bags) of 297 university students using distribution of survey forms. Structural equation modeling was used to test the hypotheses.
Findings – The results revealed that young affluent purchase intention and consumption towards luxury bags could be influence by factors such as perceived values & quality, status seeking, emotional attachment and peer influences.
Research limitations/implications – This research is limited by several variables that might be important to the purchase intention of young affluent but were not taken into account.
Originality/value – Many luxury bags are available in Malaysia. However, only several paper are conducted on this field. This paper contributes to the field by presenting several stimuli variables as the influence of purchase intention.
Keywords – Luxury bags, luxury products, perceived value, visual merchandising, Social status, social influences, purchase intention, young consumers
Paper type - Research paper 1.0 Introduction
For centuries, human beings have been satisfied themselves with the possession of luxury goods (Husic and Cicic, 2009). According to Nueno and Quelch (1998), luxury was applied to products that were rare and scarce which were only presented to minor people. However, follow by the time changed, luxury products have been more affordable for young affluent (Sriviroj, 2007). Young affluent can be describes as generation Y that are born in the year of 1977 to 1994 and generation Y consumers can be considered as the wealthiest group of people (Horovitz, 2002). Hence, Vatikiotis (1996) stated that generation Y consumer which is young affluent considered as wealthy and they