Main Article Content
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.
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