Investigating the Effect of Consumers’ Need for Uniqueness on Their Purchasing Behavior through Self-‎expression and Self-presentation

Nowadays, many factors such as the rapid growth of technology, increasing competition, changing customers’ tastes, and business environment are affecting the performance of organizations. In such a situation, planning to influence the purchasing behavior of customers is one of the goals of any organization. Therefore, examining the variables affecting organizations can guide managers to improve the organization. The purpose of this study was to investigate the effect of consumers’ need for uniqueness on their purchasing behavior through self-expression and self-presentation. The present study was descriptive-analytical and applied in terms of nature and purpose. The methods of data collection were field and survey (using a questionnaire) and a hypothesis test. The face validity of the questionnaire was approved by five university professors and its reliability was confirmed using Cronbach's alpha. The introduced model has been tested using 385 samples of luxury car customers in Mashhad. The participants were selected by the availability sampling method and using the structural equation method through Amos software. The findings showed a significant positive effect of the need for uniqueness on customers’ purchasing behavior directly and indirectly (through the mediating role of self-expression and self-presentation). Self-expression and self-presentation also had a significant effect on customers’ purchasing behavior. Therefore, it can be said that in people who want to be different from others, to convey their desired image to others, or to seek a certain social status, a mentality and feeling is formed in them that show a greater desire to choose and buy luxury products.