Identifying and determining the importance and classification of factors affecting the intention to buy luxury goods (Case study: Women's clothing industry)

The purpose of this study was to identify the incentives for luxury consumption and their effects on the intention to buy luxury products in the women's luxury clothing industry. For this purpose, studies and researches in this field were reviewed and the incentives for luxury consumption were identified through the review of several models. Identified stimuli include hedonism, uniqueness, theatrical value, qualitative value, conformity, pride, functional value, heritage, diversity, investment, materialism, and self-esteem. In order to evaluate the effects of these stimuli on the intention to buy luxury, a questionnaire was used to collect data. The population of this study was the customers of women's luxury clothing in Tehran, who for the first time intended to buy luxury clothing. Based on the Cochran sampling formula, a sample of 308 was obtained from this study, in which a total of 315 people participated in the study. Structural equation modeling was used to analyze the effects of luxury consumption incentives on luxury buying intention. The results of this analysis showed that hedonism, uniqueness, theatrical value, quality value, conformity, pride and self-esteem have a positive and significant effect on the intention to buy luxury and functional value, heritage, diversity, investment and materialism have a significant effect. They do not intend to buy luxury consumption. Examination of the structural model showed that the stimuli identified in the model explain 89% of the variance of the dependent variable and the model was at a desirable level based on the goodness of fit index. In addition, in order to evaluate the importance of each of the stimuli in buying luxury clothing, Friedman test was used. The results of this test showed that hedonism, uniqueness, theatrical value, quality value and conformity are the most important in purchasing clothing They have luxury and functional value, heritage and investment are of the least importance.