Influences of self-esteem and perception of social status on consumers” buying intention of true or false luxury

摘要：

　　This article introduces two independent variables which are self-esteem and perception of social status as for the prevalent phenomenon of counterfeit luxury goods consumption.To conform two factors whether influence the final intention or not by measuring the level of self-esteem,startuping perception of social status and measuring the willingness to buy true luxury or counterfeit.Results show that the two variables have significant main effect,and Interaction is also significant.As for low self-esteem,the low perception of social status is more willing to buy counterfeit luxury goods.As for high self-esteem,the high perception of social status has much stronger tendency to consume counterfeit.As for low perception of social status,the high self-esteem are more likely to buy than the low one.At the high perception of social status,there has no obvious difference between the high and the low self-esteem.

关键词： luxury purchase intention self-esteem perception of social status

作者: Yanping Zhou Cheng Lu Jian Xu

作者单位: Shanghai University of Engineering Science,201620,China Shanghai Fashion Research Institute,Shanghai,200082,China

会议类型: 国内会议

会议名称: 2015上海纺织服装创意创新研究生学术论坛暨第九届纺织服装创新国际论坛

会议地点: 上海

会议语种:英文

页码: 98-101

在线出版日期: 2015-07-01（万方平台首次上网日期，不代表论文的发表时间）