A Pilot Study Exploring the Purchase Intention of Luxury Fashion Brands in Malaysia
A person might purchase luxury goods for various reasons, such as to flaunt their riches, prosperity, or success, to uphold their social status, or simply because it is thought to be of higher quality. Therefore, the focus of this study to identify factors which influences customers’ buying intention of luxury fashion brands. The framework incorporates status, acceptance, materialism, and a very crucial construct, i.e., income as the moderating variable for this study. By sharing the URL to the questionnaire on social networking sites, data was collected online using a survey tool. The sample under consideration for this pilot study constitutes 71 responses. The findings revealed that status significantly influence purchase intention of luxury fashion brands while acceptance and materialism do not. Furthermore, this study also proved income as a moderating factor among the relations of status, acceptance, materialism, and purchase intention. Overall, it will be beneficial to investigate the variables impacting buying intention of luxury fashion brands by customers in emerging countries, considering the expansion of these companies in Malaysia.
Keywords:Luxury Fashion, Purchase Intention, Status, Acceptance, Materialism
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