Key factors in purchasing intention toward fashion luxury designer brands among Thai consumers: comparison between self-gift and other-gift giving.

Abstract

ABSTRACT A number of studies have been examined on the luxury purchase intention (Park et al., 2008; Wiedmann et al., 2009; Choo et al., 2012; Shukla. 2012; Walley et al., 2013). While there are only a few studies explored on luxury purchase intention towards gift giving: comparison between self-gift and other-gift giving (Chen and Kim, 2013). Hence, the purpose of this thesis is to provide insight analysis of consumers’ values on luxury market influent their purchase intention and compare between self-gift and other-gift giving. In this thesis, there are three values which are personal values; hedonism and materialism, social values; conspicuous and status, and functional values; uniqueness and quality, included attitudes toward gift giving for both self-gift and other-gift giving. This thesis conducted a quantitative research with consumer adults in Bangkok area as respondent. Correlation and multiple regressions were used in order to test the hypothesis.