The Impacts of Conspicuous Consumption Brand Country of Origin Image Product Quality and Emotional Marketing on Purchase Intentions of Luxury Consumers: A case of German High-end Home Industry

Abstract

In recent years the economy has improved and life styles have changed Loving-home business opportunities and home aesthetics have become popular People's demand for luxury products has gradually extended from external to internal Consumption demands have expanded from personal consumer goods displayed to others to home furnishing products with home durable products At the same time the emotional economic days is coming In addition to the essential functions of commodities consumers’ purchase behaviors also emphasize unique personality spiritual satisfaction and psychological pleasure Emotional marketing is now an important marketing method for enterprises especially for the boutique industry This is very much the case with marketing In the past most scholars' research on the purchase intention of fine products was mostly limited to the personal consumption of fine products According to the above-mentioned changes in current consumer trends this research has set the scope of fine purchase research in the high-end home furnishing industry The important considerations for the purchase intention of boutique products are discussed in this study in combination with the aspects of conspicuous consumption brand country of origin image product quality and emotional marketing The research results show that among the purchase intentions of high-end home furnishing consumers product quality has the highest impact on consumers followed by conspicuous consumption and emotional marketing is three However not all motives of conspicuous consumption have an impact on the purchase of luxury consumers in the high-end home industry The relevant influence only occurs in some sub-facets of conspicuous consumption The inference may be due to the difference in product attributes The attributes of high-quality products discussed by the research institute are mainly household durability products

Date of Award	2020
Original language	English
Supervisor	Huei-Ting Tsai (Supervisor)