| Summary: | 碩士 === 南臺科技大學 === 商管專業學院 === 103 === ABSTRACT
Luxury is an item that is not necessary for living, but is deemed as highly desired within a culture or society. As people move into higher income brackets they are more able and more likely to purchase more expensive luxury goods. Major markets for luxury brands are no longer limited to developed countries in the West, but have expanded to “new rich” markets in the East. Southeast Asia is one of the key regions that luxury fashion brands should not ignore. The growth of upper and middle-class has contributed to the increase in consumption rates of luxury fashion brands and newfound status. Further, new market segments have emerged, luxury products are no longer only targeted to consumers who are older, but also targeting young consumers as a new target segment. Behavior of young Thai especially women particularly in Bangkok is definitely influenced by the globalization and commercialization. Thai adapt more on foreign cultures and socials become more important in life. Shopping and Fashion are playing major roles in young Thai’s lifestyle, they became more fashion conscious and influenced by the medias.
Thus, I decide to choose this topic “Exploring factors affecting on purchase intention of luxury fashion brand products among young Thai women consumers”. Different people define luxury in different ways. In this study, luxury is considered as a subjective matter. Through quantitative approaches, Structural Equation Modeling was used in major finding of this study. As the results of testing, it shown that the consumers’ behavioral beliefs; materialism and self-gifts, normative beliefs; parents, friends and celebrities, perceived behavioral control and attitude have the positive effects towards purchase intention of luxury fashion brand products while the relationship of subjective norm and purchase intention is not supported. All the results of study, I would like to provide to all who interest in this topic, also the group whom would like to developing and expanding business in fashion areas.
|
|---|
