Title: A hierarchy model of quality-recognition-elite-oriented value and beliefs. Deciphering luxury consumption behaviour

Authors: Chi-Hsien Kuo; Shin'ya Nagasawa

Addresses: Graduate School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku, Tokyo 169-8050, Japan ' Graduate School of Commerce, Waseda University, 1-6-1 Nishi-Waseda, Shinjuku, Tokyo 169-8050, Japan

Abstract: This study proposed an integrated model by combining a hierarchy model of luxury goods proposed by Allérès (1990) and value theory (Babin et al., 1994). Firstly, this paper conducted a pilot study to confirm the structure and the interrelationships among consumer beliefs toward the luxury good. Based on the exploratory study, this study developed a hierarchy framework of consumer perceptions of luxury goods, including quality-oriented beliefs, recognition-oriented beliefs, and elite-oriented beliefs corresponding to Allérès model (1990). Secondly, with 316 valid samples from a web-based survey, the findings shown that consumers with higher quality-oriented beliefs had the strongest effect on hedonic value, followed by the effects of elite-oriented and recognition-oriented beliefs. By proposing an integrated model, this paper provided an empirical evidence to show that consumers with different weight of beliefs contribute to diversified weights of consumer value, leading them to behave their conspicuous consumptions based on the social economic perspectives.

Keywords: luxury goods; value theory; purchase intention; consumer social identity beliefs.

DOI: 10.1504/LRJ.2018.090988

Luxury Research Journal, 2018 Vol.1 No.4, pp.325 - 342

Received: 17 Jun 2017
Accepted: 11 Dec 2017

Published online: 05 Apr 2018 *

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