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Publicação
The Impact of Luxury Functional Value on Purchase Intention: Determinant of Consumers´ Luxury Value Perceptions
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| 1.02 MB | Adobe PDF |
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Orientador(es)
Resumo(s)
The global luxury goods market continues to grow exponentially, making it crucial to identify
the factors that determine consumers' value perceptions and their purchase motivations, as
these two aspects are directly related. Concerning luxury, several values associated with these
types of products have been identified, some related to their physical characteristics and
others to the sensations they provide. Given the absence of previous studies focused
exclusively on the impact on purchase intention or a specific segment of the luxury market, it
was considered important to analyze the impact of the functional value of luxury and its
dimensions on consumer purchase intention. The study aims to assess the importance of the
three dimensions of functional luxury, namely usability, uniqueness, and quality and
understand how they influence individuals' purchase intention. Thus, the research question
is: "What is the impact of the functional value of luxury on purchase intention?". To this end,
a quantitative research approach was undertaken, through a hypothetical-deductive study,
where the research method was exploratory, using a questionnaire as a data collection
method, and subsequently Smart PLS for data analysis. The results obtained demonstrate that,
among the three dimensions of functional luxury (quality, uniqueness, and usability), the one
that positively impacts purchase intention is usability. These findings highlight the importance
of usability in the marketing strategies of luxury brands and suggest that future research
should explore additional factors influencing purchase intentions in the luxury market.
Descrição
Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and Analytics
Palavras-chave
Purchase intention Luxury Usability Functional luxury value Quality Uniqueness SDG 8 - Decent work and economic growth SDG 12 - Responsible production and consumption