School of Economics and Management, Anhui Polytechnic University, Wuhu, China.
The Business School, RMIT University, Ho Chi Minh, Viet Nam.
Acta Psychol (Amst). 2023 Oct;240:104048. doi: 10.1016/j.actpsy.2023.104048. Epub 2023 Oct 3.
This research aims to provide a picture of the elements influencing customers' intentions to purchase luxury products online using social exchange theory (SET). Second, we determined whether perceived enjoyment moderates the relationship between perceived value, consumer attitude, and intention to purchase luxury products. Data were collected from 389 participants through an online survey. Structural equation modelling (SEM) was used to analyze the data. The results showed that eWOM, perceived value, and consumer attitudes significantly affected luxury purchase intention. Moreover, perceived enjoyment moderates the relationship between perceived value, consumer attitude, and purchase intention. This study is designed to help practitioners and researchers understand why young Chinese consumers are interested in purchasing luxury goods online. Luxury brand companies can improve their marketing strategies by developing strategies aligned with the mindset of digital native Generation Z.
本研究旨在利用社会交换理论（SET）描绘影响顾客购买奢侈品线上意愿的因素。其次，我们确定感知享乐是否调节了感知价值、消费者态度与购买奢侈品意愿之间的关系。通过在线调查收集了 389 名参与者的数据。采用结构方程模型（SEM）分析数据。结果表明，口碑、感知价值和消费者态度显著影响奢侈品购买意愿。此外，感知享乐调节了感知价值、消费者态度和购买意愿之间的关系。本研究旨在帮助从业者和研究人员了解为什么中国年轻消费者对在线购买奢侈品感兴趣。奢侈品品牌公司可以通过制定与数字原生代 Z 世代思维一致的策略来改善其营销策略。
