Vartotojų tuštybės, suvokiamos prekės ženklo vertės, sąmoningumo ir ketinimo pirkti prabangos prekes sąsajų modeliavimas

Abstract

The luxury goods market is a dynamic and fast-growing segment characterized by complex consumer behavior and motivations. An in-depth study of the purchase of luxury goods is extremely relevant for several fundamental reasons that include economic, social, cultural and psychological aspects. The research problem of how to model the relationships between consumer vanity, perceived brand value, consciousness, and purchase intention. The research object is the relationship between consumer vanity, perceived brand value, consciousness and intention to purchase luxury goods. The research aim is to model the relationships between consumer vanity, perceived brand value, consciousness and intention to purchase luxury goods. The main research results and conclusions are: the results of the quantitative study (385 participants) showed that consumer vanity, perceived brand value and consciousness influence consumers’ intention to purchase luxury goods. The biggest influences found to affect the purchase of luxury goods are the perceived value of the brand and the creation of brand consciousness. The results of expert interviews also confirm that perceived brand value and created brand consciousness have a positive effect on consumers’ intention to purchase luxury brands.