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研究生:陳美清
研究生(外文):chanatip dansirisanti
論文名稱:Exploring factors affecting on purchase intention of luxury fashion brand products among young Thai women consumers
論文名稱(外文):Exploring factors affecting on purchase intention of luxury fashion brand products among young Thai women consumers
指導教授:張永佶張永佶引用關係
指導教授(外文):chang yung-chi
學位類別:碩士
校院名稱:南臺科技大學
系所名稱:商管專業學院
學門:商業及管理學門
學類:其他商業及管理學類
論文種類:學術論文
論文出版年:104
畢業學年度:103
語文別:英文
中文關鍵詞:young Thai women,purchase of luxury brand productsThai consumers behavioralpurchase intention of luxury brands
外文關鍵詞:young Thai women,purchase of luxury brand productsThai consumers behavioralpurchase intention of luxury brands
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ABSTRACT

Luxury is an item that is not necessary for living, but is deemed as highly desired within a culture or society. As people move into higher income brackets they are more able and more likely to purchase more expensive luxury goods. Major markets for luxury brands are no longer limited to developed countries in the West, but have expanded to “new rich” markets in the East. Southeast Asia is one of the key regions that luxury fashion brands should not ignore. The growth of upper and middle-class has contributed to the increase in consumption rates of luxury fashion brands and newfound status. Further, new market segments have emerged, luxury products are no longer only targeted to consumers who are older, but also targeting young consumers as a new target segment. Behavior of young Thai especially women particularly in Bangkok is definitely influenced by the globalization and commercialization. Thai adapt more on foreign cultures and socials become more important in life. Shopping and Fashion are playing major roles in young Thai’s lifestyle, they became more fashion conscious and influenced by the medias.
Thus, I decide to choose this topic “Exploring factors affecting on purchase intention of luxury fashion brand products among young Thai women consumers”. Different people define luxury in different ways. In this study, luxury is considered as a subjective matter. Through quantitative approaches, Structural Equation Modeling was used in major finding of this study. As the results of testing, it shown that the consumers’ behavioral beliefs; materialism and self-gifts, normative beliefs; parents, friends and celebrities, perceived behavioral control and attitude have the positive effects towards purchase intention of luxury fashion brand products while the relationship of subjective norm and purchase intention is not supported. All the results of study, I would like to provide to all who interest in this topic, also the group whom would like to developing and expanding business in fashion areas.
ABSTRACT

Luxury is an item that is not necessary for living, but is deemed as highly desired within a culture or society. As people move into higher income brackets they are more able and more likely to purchase more expensive luxury goods. Major markets for luxury brands are no longer limited to developed countries in the West, but have expanded to “new rich” markets in the East. Southeast Asia is one of the key regions that luxury fashion brands should not ignore. The growth of upper and middle-class has contributed to the increase in consumption rates of luxury fashion brands and newfound status. Further, new market segments have emerged, luxury products are no longer only targeted to consumers who are older, but also targeting young consumers as a new target segment. Behavior of young Thai especially women particularly in Bangkok is definitely influenced by the globalization and commercialization. Thai adapt more on foreign cultures and socials become more important in life. Shopping and Fashion are playing major roles in young Thai’s lifestyle, they became more fashion conscious and influenced by the medias.
Thus, I decide to choose this topic “Exploring factors affecting on purchase intention of luxury fashion brand products among young Thai women consumers”. Different people define luxury in different ways. In this study, luxury is considered as a subjective matter. Through quantitative approaches, Structural Equation Modeling was used in major finding of this study. As the results of testing, it shown that the consumers’ behavioral beliefs; materialism and self-gifts, normative beliefs; parents, friends and celebrities, perceived behavioral control and attitude have the positive effects towards purchase intention of luxury fashion brand products while the relationship of subjective norm and purchase intention is not supported. All the results of study, I would like to provide to all who interest in this topic, also the group whom would like to developing and expanding business in fashion areas.
TABLE OF CONTENTS

ABTRACT I
ACKNOWLEDGEMENTS II
TABLE OF CONTENTS III
LIST OF TABLES V
LIST OF FIGURES VI
CHAPTER ONE
INTRODUCTION 1
1.1 RESEARCH BACKGROUND AND MOTIVATION 1
1.2 THE RESEARCH QUESTIONS 5
1.3 PURPOSES OF STUDY 5
1.4 SIGNIFICANCE OF THE STUDY 5
1.5 OVERVIEW OF STUDY 6
CHAPTER TWO
LITERATURE REVIEW 8
2.1 DEFINITION OF LUXURY FASHION BRAND 8
2.1.1 Definition of Luxury 8
2.1.2 Definition of Luxury Fashion Brand 9
2.2 DEFINITION OF RELEVANT RESEARCH VARIABLES 10
2.2.1 Theory of Reasoned Action (TRA) 10
2.2.2 Theory of Planned Behavior (TPB) 12
2.3 THE INTERRELATIONSHIP AMONG RESEARCH CONSTRUCTS 18
2.3.1 Interrelationship among behavioral beliefs and attitude toward Behaviors 18
2.3.2 Interrelationship among normative beliefs and subjective norm 20
2.3.3 Interrelationship among Perceived behavioral control and purchase intention 21
2.3.4 Interrelationship among attitude and performing the behavior intention 22
2.3.5 Interrelationship among subjective norm and purchasing intention 22
CHAPTER THREE
METHODOLOGY 23
3.1 RESEARCH FRAMEWORK 23
3.2 RESEARCH HYPOTHESES 25
3.3 QUESTIONNAIRE DESIGN 25
3.4 SAMPLING PLAN 26
3.5 CONSTRUCTS MEASUREMENT 27
3.5.1 Theory of Planned Behavior 27
3.5.2 The Information of Respondents 31
3.6 STATISTICAL 33
3.6.1 Descriptive Statistics 33
3.6.2 Reliability 33
3.6.3 Confirmatory Factor Analysis 34
3.6.4 Structural Equation Modeling 34
CHAPTER FOUR
DATA ANALYSIS 36
4.1 DESCRIPTIVE ANALYSIS 36
4.1.1 Sample and data collection 36
4.1.2 Demographic statistics of respondents characteristics 37
4.1.3 Descriptive statistics of variables characteristics 44
4.2 RELIABILITY ANALYSIS 49
4.2.1 Reliability of Behavioral beliefs 50
4.2.2 Reliability of Normative beliefs 52
4.2.4 Reliability of Attitude toward luxury fashion brand product 55
4.2.5 Reliability of Subjective norm 56
4.2.6 Reliability of Purchase intention toward luxury fashion brand product 57
4.3 CONFIRMATORY FACTOR ANALYSIS 57
4.3.1 Factor Loadings 58
4.3.2 Convergent Validity and reliability 58
4.4 STRUCTURAL EQUATION MODELING 60
4.4.1 Hypothesis Testing 62
CHAPTER FIVE
CONCLUSION AND SUGGESTION 67
5.1 RESEARCH CONCLUSION 67
5.2 MANAGERIAL IMPLICATIONS 69
5.3 LIMITATIONS 70
5.4 RECOMMENDATIONS FOR FUTURE STUDY 71
REFERENCES 72
APPENDIX 80
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