Impact of Value Perceptions on Purchase Intentions of Luxury Handbags in Thailand
Keywords:
Luxury Brand Value Perception, Purchase Intentions, Personal Influences, Luxury HandbagAbstract
This research aims to investigate the impact of value perceptionson purchase intentions of the Thai’s luxury handbags with three purposes. The first objective aims to study the impact of social value
perceptions on purchase intentions of luxury handbags. The second objective aims to assess the impact of personal value perceptions on purchase intentions of luxury handbag. The third objective aims to investigate the impact of Functional value perceptions on purchase intentions of luxury handbags.
Sample size of this research were 223 samples and have purchased and utilized of luxury handbags. The questionnaire was distributed online based on convenience basis and have one screening question. Structural equation model (SEM) was developed to analyze the results of the research.
The results from conceptual model by SEM shown that goodness-to-fit (GIF) indices in the structural equation model were significantly accepted with CMIN/DF = 1.388, RMR = 0.034, GFI = 0.906, TLI = 0.965, IFI = 0.970 and CFI = 0.970. Therefore, the three hypotheses are accepted. Consequently, social value perceptions significantly influence purchase intentions. Personal value perceptions significantly influenced purchase intentions. Lastly, functional value perceptions insignificantly have impact on purchase intentions of luxury handbag.
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