Factors that Enhance Consumer Purchase Intention of Luxury Brand Collaboration Products

Abstract

In this study, we attempted to determine the effect of the recent trend of luxury brand collaboration product characteristics on consumer purchase intentions through brand attitude, and selected the MZ generation, the most important consumer class in this luxury brand collaboration product, as the study subject to explore the moderating effect of the MZ generation consumption value. The study results revealed that the characteristics of luxury brand products had a significant positive effect on the brand attitude and purchase intention. In addition, brand attitudes have a mediating effect in the effect of luxury brand product characteristics on purchase intentions. Notably, the higher the characteristics of luxury brand products such as originality, aesthetics, scarcity, and symbolism, the higher the purchase intention, and in this correlation, the consumer attitude toward the brand is further strengthened. Finally, examining the moderating effect of the consumption value of the MZ generation, the most important consumer group of luxury brand collaboration products, revealed that it had a significant moderating effect on the relationship between the brand attitude and the purchase intention. Therefore, if luxury brand companies actively utilize collaboration with other brands to provide high artistic designs, messages, or symbolic phrases desired by the times, they can eventually have a positive impact on the attitude and purchase intention of the brand perceived by MZ consumers.