Luxury jewelry purchasing intention in Thai market.

Abstract

The purpose of this study is to find out factors which could influences Thais, especially women, to make purchasing decision toward fine jewelry items. This research is conducted to gather information from female customers in jewelry stores, aged around 25-40 years and semi-structured interviews has been adopted in the study. Social Status has a positive relationship with luxury jewelry consumption. All respondents agree that it is important to own a luxury jewelry as it is a good investment and help them to leverage the image of success in social group. However, the band wagon effect has a negative relationship in this case. Most of the respondents refuse to follow the trend from the celebrity or star. Both cognitive attitude and affective attitude have a positive relationship in purchasing a luxury jewelry. For the affective attitude, most of interviewees have the same agreement that they buy a luxury jewelry items because it gives them pleasure. The cognitive attitude, especially self-presentation attitude, seems to have a stronger impact than a self-expression attitude and affective attitude. The reason is that all of the respondents seem to be very confident to respond that they select the style of luxury jewelry by themselves. KEY WORDS: Luxury Jewelry, Luxury brand, Luxury goods, Purchasing intention, Social recognition