The relationship between social psychological characteristics and the intention to buy luxurious goods

Today, we are under the immense siege of luxury goods, the consumption of manifestations and the abundance of services, objects and commodities. Sociological literature increasingly emphasizes the importance of how and how to use luxury goods in shaping social relationships and relationships. The purpose of this study was to determine the relationship between social psychological characteristics and their intention to purchase through keep up with the Joneses. The research method was correlation. For data collection, valid questionnaires were used. The statistical population of this research is the twenty-five year old married women who have been selected by random sampling method in Sanandaj city. Structural equation modeling and PLS software were used to investigate the relationship between variables. Regression and Sobel tests were used to test the mediation. The results of the study showed that there is a significant relationship between the variables in question; however, the role of mediation between the eyes and the eye was not confirmed in the relationship between social psychological characteristics and purchase intention. In the end, it can be said that individual and cultural characteristics affect the values of women and their motivations and beliefs about goods, including the purchase of luxury goods.