Luxury Value Perceptions and Attitude toward Purchase Intention of Luxury Automobiles in Thailand
Main Article Content
Abstract
The objective of this research was to investigate the influence of luxury value perceptions on attitude toward luxury products, which leads to intention to purchase luxury cars. This study was adapted from the luxury value perceptions by Shukla (2012) and the findings of qualitative research. The main survey was quantitative, using self-administered surveys which contained structured questions. Two sampling frames were employed for data collection; the first was the 2016 Bangkok International Motor Show, and the second was authorized car dealers of luxury cars in the Bangkok area. Data from 436 questionnaires data were analyzed using structural equation modeling (SEM). The findings revealed that conspicuous value has a positive and significant impact on attitude toward luxury products. Moreover, three sub-dimensions of functional values and attitude toward luxury products showed positive and significant relationships. Finally, attitude toward luxury products was positively and significantly related to intention to purchase luxury cars.
Article Details
Section
Research Articles
Copyright: Asia-Pacific International University reserve exclusive rights to publish, reproduce and distribute the manuscript and all contents therein.
References
Abe, S., Bagozzi, R.P. & Sadarangani, P. (1996). An investigation of construct validity and generalizability of the self-concept: self-consciousness in Japan and the United States, Journal of International Consumer Marketing, 8(3-4), 97-123.
Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Altagamma Fondation (2011). Altagamma Worldwide Markets Monitor, Altagamma Fondation, available at: www.altagamma.it/sezione1.php?Lingua=ing (accessed November 2011).
Berthon, P., Pitt, L., Parent, M., & Berthon, J. (2009). Aesthetics and ephemerality: observing and preserving the luxury brand, California Management Review, 52(1), 45-66.
Chen, M.F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: moderating effects of food-related personality traits, Food Quality and Preference, 18(7), 1008-1021.
Chevalier, M. & Mazzalovo, G. (2008). Luxury Brand Management: A World of Privilege, Wiley & Sons, Singapore.
Douglas, M. & Isherwood, B. (1996). The World of Goods: Towards an Anthropology of Consumption, Routledge, New York, NY.
Dubois, B., Czellar, S. & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries, Marketing Letters, 16(2), 115.
Dubois, B. & Duquesne, P. (1993). The market for luxury goods: income versus culture, European Journal of Marketing, 27(1), 35-44.
Dubois, B. & Laurent, G. (1994) Attitudes toward the concept of luxury: An exploratory analysis, Asia-Pacific Advances in Consumer Research, 1(2), 273-278.
Eastman, J.K., Goldsmith, R.E., & Flynn, L.R. (1999). Status consumption in consumer behavior: scale development and validation, Journal of Marketing Theory and Practice, 7(3), 41-52.
Gentry, J.W., Putrevu, S., Shultz, C., & Commuri, S. (2001). How now Ralph Lauren? The separation of brand and product in a counterfeit culture, Advances in Consumer Research, 28, 258-265.
Goffmann, E. (1959). The presentation of self in everyday life, Doubleday, New York, NY.
Han, Y.J., Nunes, J.C., & Drèze, X. (2010). Signaling status with luxury goods: the role of brand prominence, Journal of Marketing, 74(4), 15-30.
Hawkins, B. A., Diniz-Filho, J. A. F., Bini, L. M., Araujo, M. B., Field, R., Hortal, J., Kerr, J.T., Rahbek, C., Rodriguez, M. A., & Sanders, N. J. (2007). Metabolic theory and diversity gradients: where do we go from here?, Ecology, 88(8), 1898-1902.
Ho, R. (2014). Handbook of univariate and multivariate data analysis and interpretation with IBM SPSS (2nd ed.). New York: Taylor & Francis Group.
Hung, K., Chen, A.H., Peng, N., Hackley, C., Tiwsakul, R.A., and Chou, C.I. (2011). Antecedents of luxury brand purchase intention, Journal of Product & Brand Management, 20/6, 457-467.
Hupfer, N.T. & Gardner, D.M. (1971). Differential involvement with products and issues: an exploratory study, Proceedings of the 2nd Annual Conference of the Association for Consumer Research, 262-270.
Iacobucci, D., & Churchill Jr, G. A. (2010). Marketing research: methodological foundations: Cengage Learning.
Jackson, T.B. (2004). International Retail Marketing, Elsevier Butterworth- Heinemann, Oxford.
Jenkins, R. (2004). Social Identity, 2nd ed., Routledge, London.
Kapferer, J.-N. (2001). Reinventing the Brand: Can Top Brands Survive the New Market Realities? Kogan Page, London.
Keller, L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
Kotler, P. (2003). Marketing Management, 11th ed., Prentice-Hall, New Jersey.
Lane, B. & Potter, S. (2007). The adoption of cleaner vehicles in the UK: exploring the consumer attitude- action gap, Journal of Cleaner Production, 15(11-12), 1085-1092.
Liu, X., Burns, A.C. & Hou, Y. (2013). Comparing online and in-store shopping behavior towards luxury goods, International Journal of Retail & Distribution Management, 41(11/12), 885 – 900.
Lynn, M. (1991). Scarcity effects on value: a quantitative review of the commodity theory literature, Psychology and Marketing, 8(1), 43-57.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation, Psychological Review, 98(2), 224–253.
Mason, R.S. (1981), Conspicuous consumption: a study of exceptional consumer behaviour, Gower Publishing Co., UK.
O’Cass, A. & Frost, H. (2002). Status brands: examining the effects of non-product brand associations on status and conspicuous consumption, Journal of Product & Brand Management, 11(2), 67-88.
Rao, A.R. & Monroe, K.B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: an integrative review, Journal of Marketing Research, 26(3), 351-357.
Reddy, M. & Terblanche, N. (2005). How not to extend your luxury brand, Harvard Business Review, 83(12).
Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets, International Marketing Review, 29(6), 574-569.
Silverstein, M.J. & Fiske, N. (2001). Trading Up, Penguin, New York, NY.
Smith, J.B. & Colgate, M. (2007). Customer value creation: a practical framework, Journal of Marketing Theory and Practice, 15(1), 7-23.
Tang, Y. & Medhekar, M. (2010). Drivers of green power electricity purchase in Australia, Australian and New Zealand Marketing Academy Conference (December 2008), available at http://hdl.handle.net/1959.14/198518.
Teimourpour, B., & Hanzaee, K. H. (2011). The impact of culture on luxury consumption behaviour among Iranian consumers, Journal of Islamic Marketing, 2(3), 309 – 328.
Teimourpour, B., Hanzaee, K. H., & Teimourpour, B. (2013). Segmenting consumers based on luxury value perceptions, Research Journal of Applied Sciences, 5(5), 1681-1688.
Tynan, C., McKechnie, S., & Chhuon, C. (2009). Co-creating value for luxury brands, Journal of Business Research, 63(11), 1156-1163.
Veblen, T. (1899). The Theory of the Leisure Class, New American Library, New York.
Vigneron, F. & Johnson, L. (1999). A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, available at: www.amsreview.org/articles/vigneron01-1999.pdf
Vigneron, F. & Johnson, L.W. (2004). Measuring perceptions of brand luxury, The Journal of Brand Management, 11(6), 484-506.
Wiedmann, K.P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior, Psychology and Marketing, 26(7), 625-651.
Wong, N.Y. & Ahuvia, A.C. (1998). Personal taste and family face: luxury consumption in Confucian and western societies, Psychology & Marketing, 15(5), 423-441.
Zikmund, W. (2000). Business research methods (6th ed.). Orlando, FL: Dryden Press.
Ajzen, I. (1991). The theory of planned behavior, Organizational Behavior and Human Decision Processes, 50(2), 179-211.
Altagamma Fondation (2011). Altagamma Worldwide Markets Monitor, Altagamma Fondation, available at: www.altagamma.it/sezione1.php?Lingua=ing (accessed November 2011).
Berthon, P., Pitt, L., Parent, M., & Berthon, J. (2009). Aesthetics and ephemerality: observing and preserving the luxury brand, California Management Review, 52(1), 45-66.
Chen, M.F. (2007). Consumer attitudes and purchase intentions in relation to organic foods in Taiwan: moderating effects of food-related personality traits, Food Quality and Preference, 18(7), 1008-1021.
Chevalier, M. & Mazzalovo, G. (2008). Luxury Brand Management: A World of Privilege, Wiley & Sons, Singapore.
Douglas, M. & Isherwood, B. (1996). The World of Goods: Towards an Anthropology of Consumption, Routledge, New York, NY.
Dubois, B., Czellar, S. & Laurent, G. (2005). Consumer segments based on attitudes toward luxury: empirical evidence from twenty countries, Marketing Letters, 16(2), 115.
Dubois, B. & Duquesne, P. (1993). The market for luxury goods: income versus culture, European Journal of Marketing, 27(1), 35-44.
Dubois, B. & Laurent, G. (1994) Attitudes toward the concept of luxury: An exploratory analysis, Asia-Pacific Advances in Consumer Research, 1(2), 273-278.
Eastman, J.K., Goldsmith, R.E., & Flynn, L.R. (1999). Status consumption in consumer behavior: scale development and validation, Journal of Marketing Theory and Practice, 7(3), 41-52.
Gentry, J.W., Putrevu, S., Shultz, C., & Commuri, S. (2001). How now Ralph Lauren? The separation of brand and product in a counterfeit culture, Advances in Consumer Research, 28, 258-265.
Goffmann, E. (1959). The presentation of self in everyday life, Doubleday, New York, NY.
Han, Y.J., Nunes, J.C., & Drèze, X. (2010). Signaling status with luxury goods: the role of brand prominence, Journal of Marketing, 74(4), 15-30.
Hawkins, B. A., Diniz-Filho, J. A. F., Bini, L. M., Araujo, M. B., Field, R., Hortal, J., Kerr, J.T., Rahbek, C., Rodriguez, M. A., & Sanders, N. J. (2007). Metabolic theory and diversity gradients: where do we go from here?, Ecology, 88(8), 1898-1902.
Ho, R. (2014). Handbook of univariate and multivariate data analysis and interpretation with IBM SPSS (2nd ed.). New York: Taylor & Francis Group.
Hung, K., Chen, A.H., Peng, N., Hackley, C., Tiwsakul, R.A., and Chou, C.I. (2011). Antecedents of luxury brand purchase intention, Journal of Product & Brand Management, 20/6, 457-467.
Hupfer, N.T. & Gardner, D.M. (1971). Differential involvement with products and issues: an exploratory study, Proceedings of the 2nd Annual Conference of the Association for Consumer Research, 262-270.
Iacobucci, D., & Churchill Jr, G. A. (2010). Marketing research: methodological foundations: Cengage Learning.
Jackson, T.B. (2004). International Retail Marketing, Elsevier Butterworth- Heinemann, Oxford.
Jenkins, R. (2004). Social Identity, 2nd ed., Routledge, London.
Kapferer, J.-N. (2001). Reinventing the Brand: Can Top Brands Survive the New Market Realities? Kogan Page, London.
Keller, L. (1993). Conceptualizing, measuring, and managing customer-based brand equity, Journal of Marketing, 57(1), 1-22.
Kotler, P. (2003). Marketing Management, 11th ed., Prentice-Hall, New Jersey.
Lane, B. & Potter, S. (2007). The adoption of cleaner vehicles in the UK: exploring the consumer attitude- action gap, Journal of Cleaner Production, 15(11-12), 1085-1092.
Liu, X., Burns, A.C. & Hou, Y. (2013). Comparing online and in-store shopping behavior towards luxury goods, International Journal of Retail & Distribution Management, 41(11/12), 885 – 900.
Lynn, M. (1991). Scarcity effects on value: a quantitative review of the commodity theory literature, Psychology and Marketing, 8(1), 43-57.
Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implications for cognition, emotion, and motivation, Psychological Review, 98(2), 224–253.
Mason, R.S. (1981), Conspicuous consumption: a study of exceptional consumer behaviour, Gower Publishing Co., UK.
O’Cass, A. & Frost, H. (2002). Status brands: examining the effects of non-product brand associations on status and conspicuous consumption, Journal of Product & Brand Management, 11(2), 67-88.
Rao, A.R. & Monroe, K.B. (1989). The effect of price, brand name, and store name on buyers’ perceptions of product quality: an integrative review, Journal of Marketing Research, 26(3), 351-357.
Reddy, M. & Terblanche, N. (2005). How not to extend your luxury brand, Harvard Business Review, 83(12).
Shukla, P. (2012). The influence of value perceptions on luxury purchase intentions in developed and emerging markets, International Marketing Review, 29(6), 574-569.
Silverstein, M.J. & Fiske, N. (2001). Trading Up, Penguin, New York, NY.
Smith, J.B. & Colgate, M. (2007). Customer value creation: a practical framework, Journal of Marketing Theory and Practice, 15(1), 7-23.
Tang, Y. & Medhekar, M. (2010). Drivers of green power electricity purchase in Australia, Australian and New Zealand Marketing Academy Conference (December 2008), available at http://hdl.handle.net/1959.14/198518.
Teimourpour, B., & Hanzaee, K. H. (2011). The impact of culture on luxury consumption behaviour among Iranian consumers, Journal of Islamic Marketing, 2(3), 309 – 328.
Teimourpour, B., Hanzaee, K. H., & Teimourpour, B. (2013). Segmenting consumers based on luxury value perceptions, Research Journal of Applied Sciences, 5(5), 1681-1688.
Tynan, C., McKechnie, S., & Chhuon, C. (2009). Co-creating value for luxury brands, Journal of Business Research, 63(11), 1156-1163.
Veblen, T. (1899). The Theory of the Leisure Class, New American Library, New York.
Vigneron, F. & Johnson, L. (1999). A review and a conceptual framework of prestige-seeking consumer behavior, Academy of Marketing Science Review, available at: www.amsreview.org/articles/vigneron01-1999.pdf
Vigneron, F. & Johnson, L.W. (2004). Measuring perceptions of brand luxury, The Journal of Brand Management, 11(6), 484-506.
Wiedmann, K.P., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior, Psychology and Marketing, 26(7), 625-651.
Wong, N.Y. & Ahuvia, A.C. (1998). Personal taste and family face: luxury consumption in Confucian and western societies, Psychology & Marketing, 15(5), 423-441.
Zikmund, W. (2000). Business research methods (6th ed.). Orlando, FL: Dryden Press.