Investigating the effect of consumer's social dominance on choosing luxury high-tech products with the mediating role of product involvment

One of the fastest growing luxury goods in markets in all over the world, is luxury high-tech products or high-tech luxury products. Today, in many areas, the market for luxury high-tech goods is growing at an unprecedented way, also researchers and marketers believe that buying high-tech luxury goods will grow up more in future. Usually high-tech products are also considered as luxury item. The characteristics of luxury high-tech goods buyers are very important in understanding their behavior and buying orientation. One of the common characteristics of these goods buyers is their social domination that is common between many of these people. In this study, we investigate the impact of consumer's social dominance dimensions on the choice of high-tech luxury goods with regard to product involvement. This research is practical in terms of research directions and is descriptive in terms of objective. Statistical population of this study is high-tech luxury goods buyers in Tehran's Paytakht store. To test the hypothesis of this research, we used correlation and structural equation modeling and in particular we used statistical software including SPSS 20 and Smart PLS 2. The results indicate that there is a significant relationship between social climbing and cupidity with luxury high-tech goods choice. And also, the results indicate that consumer’s involvement about high-tech luxury product has no moderating role in relationship between consumer's social dominance dimensions and luxury high-tech goods choice.