Soares, Raquel Vanessa Reis Silva FerreiraBrito, Catarina Filipa Gomes de2025-01-072025-10-232024-10-23http://hdl.handle.net/10362/177105Dissertation presented as the partial requirement for obtaining a Master's degree in Data Driven Marketing, specialization in Digital Marketing and AnalyticsThe 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.engPurchase intentionLuxuryUsabilityFunctional luxury valueQualityUniquenessSDG 8 - Decent work and economic growthSDG 12 - Responsible production and consumptionmaster thesis203778731