Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic
The recent outbreak of COVID-19 has changed the world drastically. Consumers are predicted to think, react and behave differently during and after the pandemic. This study is carried out to examine consumers’ purchase intention of luxury brands, by comparing the influences of perceived values (e.g....
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Sarawak Research Society
2021
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Online Access: | https://eprints.ums.edu.my/id/eprint/31515/1/Me%20or%20others.pdf https://eprints.ums.edu.my/id/eprint/31515/2/Me%20or%20others1.pdf https://eprints.ums.edu.my/id/eprint/31515/ http://jmaap.org/wp-content/uploads/2021/03/Me-or-others-Hard-Luxury-Purchase-Intention-during-the-COVID-19-Pandemic.pdf |
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my.ums.eprints.315152021-12-22T09:34:39Z https://eprints.ums.edu.my/id/eprint/31515/ Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic Phang Ing @ Grace Zaiton Osman Izyanti Awang Razli HB1-3840 Economic theory. Demography RA421-790.95 Public health. Hygiene. Preventive medicine The recent outbreak of COVID-19 has changed the world drastically. Consumers are predicted to think, react and behave differently during and after the pandemic. This study is carried out to examine consumers’ purchase intention of luxury brands, by comparing the influences of perceived values (e.g. experiential, functional and symbolic) and social influence. A total of 200 valid responses were collected via purposive sampling technique and the framework was tested using structural equation modeling. The findings indicated significant roles of experiential, functional and symbolic value perceptions in forming of luxury purchase intention, compared to the influence of social groups during the time of pandemic. The findings provide valuable insights for marketing practitioners to plan for effective positioning and marketing mix strategies; and for academicians to have better understanding of the consumers’ cognitive and conative structures during the time of COVID-19 pandemic. Sarawak Research Society 2021 Article PeerReviewed text en https://eprints.ums.edu.my/id/eprint/31515/1/Me%20or%20others.pdf text en https://eprints.ums.edu.my/id/eprint/31515/2/Me%20or%20others1.pdf Phang Ing @ Grace and Zaiton Osman and Izyanti Awang Razli (2021) Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic. Journal of Marketing Advances and Practices (JMAP), 3. pp. 1-19. ISSN 2682-8170 http://jmaap.org/wp-content/uploads/2021/03/Me-or-others-Hard-Luxury-Purchase-Intention-during-the-COVID-19-Pandemic.pdf |
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HB1-3840 Economic theory. Demography RA421-790.95 Public health. Hygiene. Preventive medicine Phang Ing @ Grace Zaiton Osman Izyanti Awang Razli Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic |
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The recent outbreak of COVID-19 has changed the world drastically. Consumers are predicted to think, react and behave differently during and after the pandemic. This study is carried out to examine consumers’ purchase intention of luxury brands, by comparing the influences of perceived values (e.g. experiential, functional and symbolic) and social influence. A total of 200 valid responses were collected via purposive sampling technique and the framework was tested using structural equation modeling. The findings indicated significant roles of experiential, functional and symbolic value perceptions in forming of luxury purchase intention, compared to the influence of social groups during the time of pandemic. The findings provide valuable insights for marketing practitioners to plan for effective positioning and marketing mix strategies; and for academicians to have better understanding of the consumers’ cognitive and conative structures during the time of COVID-19 pandemic. |
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Article |
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Phang Ing @ Grace Zaiton Osman Izyanti Awang Razli |
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Phang Ing @ Grace Zaiton Osman Izyanti Awang Razli |
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Phang Ing @ Grace |
title |
Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic |
title_short |
Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic |
title_full |
Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic |
title_fullStr |
Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic |
title_full_unstemmed |
Me or others? Hard Luxury Purchase Intention during the COVID-19 Pandemic |
title_sort |
me or others? hard luxury purchase intention during the covid-19 pandemic |
publisher |
Sarawak Research Society |
publishDate |
2021 |
url |
https://eprints.ums.edu.my/id/eprint/31515/1/Me%20or%20others.pdf https://eprints.ums.edu.my/id/eprint/31515/2/Me%20or%20others1.pdf https://eprints.ums.edu.my/id/eprint/31515/ http://jmaap.org/wp-content/uploads/2021/03/Me-or-others-Hard-Luxury-Purchase-Intention-during-the-COVID-19-Pandemic.pdf |
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