Publicação
Influence of Social Media Influencers, Attitudes Toward Luxury Counterfeits, and Self-Gift-Giving on Luxury Purchase Intention
| Resumo: | This study focused on the luxury sector and aimed to understand the relationship between four key variables: motivation to follow social media influencers, attitude toward luxury counterfeits, luxury purchase intention, and self-gift-giving. Using Structural Equation Modeling, it was possible to analyze data from an online questionnaire, which included 204 respondents, and relevant conclusions were drawn. Consumers that are more motivated to follow social media influencers because of their perceived power are more likely to develop a positive attitude toward luxury counterfeiting. Additionally, consumers with a favorable attitude towards counterfeit luxury goods do not experience less satisfaction when self-gifting. The intention to purchase luxury products acts as a mediator between the attitude towards counterfeit luxury goods and the act of self-gift-giving. This means that the intention to purchase luxury goods impacts the relationship between the perception of counterfeit luxury goods and the act of self-gifting. Consumers with a positive attitude towards luxury counterfeits are more likely to purchase genuine luxury goods. The same is true of self-gift-giving: consumers with a higher intention to buy authentic luxury goods are more likely to self-gift. The conclusions found in this study add value to previously established findings regarding the luxury sector and consumer behavior. |
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| Autores principais: | Pedro, Rita Barata Gomes |
| Assunto: | Luxury Consumers; Counterfeiting; Social Media Influencers; Social Status; Self-Gift- Giving. SDG 10 - Reduced inequalities SDG 12 - Responsible production and consumption |
| Ano: | 2024 |
| País: | Portugal |
| Tipo de documento: | dissertação de mestrado |
| Tipo de acesso: | acesso aberto |
| Instituição associada: | Universidade Nova de Lisboa |
| Idioma: | inglês |
| Origem: | Repositório Institucional da UNL |
| Resumo: | This study focused on the luxury sector and aimed to understand the relationship between four key variables: motivation to follow social media influencers, attitude toward luxury counterfeits, luxury purchase intention, and self-gift-giving. Using Structural Equation Modeling, it was possible to analyze data from an online questionnaire, which included 204 respondents, and relevant conclusions were drawn. Consumers that are more motivated to follow social media influencers because of their perceived power are more likely to develop a positive attitude toward luxury counterfeiting. Additionally, consumers with a favorable attitude towards counterfeit luxury goods do not experience less satisfaction when self-gifting. The intention to purchase luxury products acts as a mediator between the attitude towards counterfeit luxury goods and the act of self-gift-giving. This means that the intention to purchase luxury goods impacts the relationship between the perception of counterfeit luxury goods and the act of self-gifting. Consumers with a positive attitude towards luxury counterfeits are more likely to purchase genuine luxury goods. The same is true of self-gift-giving: consumers with a higher intention to buy authentic luxury goods are more likely to self-gift. The conclusions found in this study add value to previously established findings regarding the luxury sector and consumer behavior. |
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