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研究生: 黃蓮香
Lengshong Huang
論文名稱: 瞭解印度年輕消費者對於奢侈品之購買行為—計畫行為理論觀點
Understanding young Indian consumers' luxury jewelry purchase behavior: A Theory of Planned Behavioral perspective
指導教授: 鄒蘊欣
Chou, Cindy Yunhsin
口試委員: 鄒蘊欣
Chou, Cindy Yunhsin
張瑋倫
Zhang, Wei-Lun
江藍龍
Jiang, Lan-Long
口試日期: 2023/05/25
學位類別: 碩士
Master
系所名稱: 管理研究所
Graduate Institute of Management
論文出版年: 2023
畢業學年度: 111
語文別: 英文
論文頁數: 40
英文關鍵詞: Theory of Planned Behavior, Luxury Purchase Behavior, Young Indian Consumers' Purchase Behavior, Global Citizenship, Jewelry Purchase Behavior
研究方法: 調查研究
DOI URL: http://doi.org/10.6345/NTNU202301674
論文種類: 學術論文
相關次數: 點閱:103下載:11
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  • This study aims to understand the purchase behavior of young Indian consumers regarding luxury jewelry from a Theory of Planned Behavior perspective. The research investigates the relationships between brand attitude, subjective norm, perceived behavioral control, hedonic value, conspicuous value, and purchase intention. Additionally, it explores the potential moderating effect of globalist tendencies on these relationships. The study employs a quantitative approach, utilizing hypothesis testing and statistical analysis to analyze data collected from 241 young Indian consumers.
    The results reveal several significant findings. Firstly, the study supports the hypotheses that brand attitude positively influences both hedonic value and conspicuous value, indicating that favorable brand attitudes are associated with higher levels of perceived hedonic and conspicuous value in luxury jewelry purchases. Similarly, subjective norm is found to have a positive impact on both hedonic value and conspicuous value, suggesting that societal and social influences play a role in shaping consumers' perceptions of value in luxury jewelry. However, perceived behavioral control does not significantly affect hedonic value or conspicuous value. Furthermore, the study confirms that both hedonic value and conspicuous value positively influence purchase intention of luxury jewelry among young Indian consumers. Consumers who perceive higher levels of hedonic or conspicuous value are more likely to express a stronger intention to purchase luxury jewelry. However, the moderating effect of globalist tendencies on these relationships is not supported. Being a high level of globalist does not significantly moderate the relationships between value perceptions and purchase intention in the context of luxury jewelry.
    Additional analysis reveals a significant positive relationship between subjective norm and purchase intention, indicating that social influences exert a substantial impact on young Indian consumers' intentions to purchase luxury jewelry. This highlights the importance of subjective norms as a motivational factor in driving luxury jewelry purchase intentions among young Indian consumers.

    Table of contents Abstract i Chapter 1 Introduction 1 1.1 Research background and Motivation 1 1.2 Importance of jewelry in India 2 1.3 Luxury Jewelry 4 1.4 Younger Indian Generation 4 Chapter 2 Literature Review 6 2.1 Theory of planned behavior. 6 Chapter 3 13 3.1 Brand attitude and consumer perceived values 14 3.2 Subjective norm and consumer perceived values 14 3.3 Perceived behavioral control and consumer perceived values. 14 3.4 Hedonic value and purchase intention. 15 3.5 Conspicuous value and purchase intention. 15 3.6 Globalist citizenship 15 Chapter 4 Methodology 16 Chapter 5 Analysis and results 20 5.1 Measurement model 20 5.2 Hypotheses testing 24 5.3 Discussion 26 Chapter 6 Conclusion 27 6.1 Theoretical contribution. 27 6.2 Management implications. 28 6.3 Limitations and future research. 29 Reference 31

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