Direct and indirect predictors of luxury products purchase intention : case of Moroccan University students

مقدم أطروحة جامعية

Basim, Sinhaji Ahmad

مشرف أطروحة جامعية

Bachleda, Catherine Louise

الجامعة

جامعة الأخوين

الكلية

كلية إدارة الأعمال

دولة الجامعة

المغرب

الدرجة العلمية

ماجستير

تاريخ الدرجة العلمية

2013

الملخص الإنجليزي

Perceived value and purchase intention is the objective of almost all luxury product marketing strategies with variables such as scarcity and uniqueness being found to enhance the desirability of such products.

However, whilst prior research has advanced understanding of the single variables important to perceived value and purchase intention, there is a paucity of studies that have simultaneously tested a range of variables on value and purchase intention in luxury products.

Thus, this study develops a comprehensive model to explore how perceived scarcity, assumed expensiveness, perceived quality, perceived sacrifice, perceived uniqueness, and materialism influence purchase intention through the mediating variable of perceived value.

The findings show that perceived scarcity, perceived quality, perceived uniqueness, and materialism positively influence perceived value whereas assumed expensiveness and perceived sacrifice are negatively link to it.

Finally, purchase intention is positively impacted by perceived value.

التخصصات الرئيسية

التسويق

الموضوعات

• المستهلكون
• التسويق
• المواقف
• المغرب
• الكماليات

عدد الصفحات

43

قائمة المحتويات

• APA
• MLA
• AMA

لغة النص

الإنجليزية

نوع البيانات

رسائل جامعية

رقم السجل

BIM-629279