奢侈品时尚购买意愿研究:将理性行为理论与影响-行为-认知(ABC)模型、认同理论和社会认同理论相结合

IF 3.5 Q2 BUSINESS Young Consumers Pub Date : 2022-12-01 DOI:10.1108/yc-07-2022-1557
M. Lau, P. Ng, Elaine Ah Heung Chan, C. T. Cheung
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引用次数: 10

摘要

目的本研究基于理性行为理论(TRA)、认同理论、社会认同理论、影响-行为-认知(ABC)态度与品牌吸引力模型的扩展模型,对年轻消费者的奢侈时尚购买态度进行研究。设计/方法/方法采用有目的的抽样方法收集237名香港年轻奢侈品时尚消费者的数据。结果用偏最小二乘法进行分析。研究结果表明,自我认同预测基于情感的态度(即被动参与和主动参与),社会认同预测基于认知的态度(即对名人代言的态度)。此外,基于情感和基于认知的态度都是增强品牌吸引力的前因,而品牌吸引力反过来又积极影响购买意愿。研究局限/意义本研究收集的数据来自z世代,虽然这一代是全球最具影响力的消费群体,并且高度参与社交媒体,但研究结果可能并不代表全港人口。因此,在整个奢侈品时尚行业中,研究结果应该谨慎使用。原创性/价值本研究将对奢侈品时尚购买意愿的理解从TRA扩展到认同、社会认同理论和态度与品牌吸引力的ABC模型之间的联系。本研究的结果也有助于制定适合亚洲奢侈品时尚市场的营销策略。
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Examining purchase intention for luxury fashion: integrating theory of reasoned action, with affect-behavior-cognition (ABC) model, identity and social identity theories
Purpose This study aims to study the attitude toward purchasing luxury fashion of young consumers based on an extended model that integrates the constructs of the theory of reasoned action (TRA), identity theory, social identity theory, affect–behavior–cognition (ABC) model of attitude and brand attractiveness. Design/methodology/approach A purposive sampling approach was used to collect data from 237 young luxury fashion consumers in Hong Kong. Results were analyzed using partial least square. Findings The findings revealed that self-identity predicts affect-based attitudes (i.e. passive engagement and active engagement), and social identity predicts cognition-based attitude (i.e. attitude toward celebrity endorsement). Moreover, both affect- and cognition-based attitudes were found to be antecedents that enhanced brand attractiveness, which in turn positively affected purchase intention. Research limitations/implications This study collected data from Generation Z. Although this generation is the world’s most influential consumer group and is highly engaged in social media, the findings may not be representative of the entire population in Hong Kong. Therefore, the findings should be used cautiously in the whole luxury fashion industry. Originality/value This study extends the understanding of luxury fashion purchase intention from TRA to the connection among identity, social identity theories and ABC model of attitude and brand attractiveness. The findings of this study also contribute to practical insights on developing suitable marketing strategies for the Asian luxury fashion market.
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来源期刊
Young Consumers
Young Consumers BUSINESS-
CiteScore
5.90
自引率
6.70%
发文量
20
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