Influence of Luxury Brandse Inten Value Perceptions on Purchation with Vanity as the Mediator: A Case Study of the Swatch Group Trading (Thailand)

Abstract

The purposes of this research were 1) to study the influence of luxury brand value perceptions on trait of vanity, 2) to study the influence of trait of vanity on purchase intention, and 3) to study the influence of luxury brand value perceptions on purchase intention with trait of vanity as the mediator. This research collected 208 samples from those users of The Swatch Group Trading, who chose the watches in Prestige and luxury range, by non-probability sampling. The questionnaires were used to conduct the survey. The data were analyzed by descriptive statistics including frequencies, means, percentages and standard deviations. The inferential statistical technique used in hypothesis testing in this research was a structural equation model. The results revealed that the samples evaluated luxury brand value, trait of vanity and purchase intention at moderate levels. Additionally, most fit indices in the proposed structural equation model were at acceptable levels. (CMIN/DF = 1.936, RMR = 0.045, GFI = 0.900, RMSEA = 0.067, IFI = 0.953 and CFI = 0.952). The summary of the analysis was as follows: 1) luxury brand value perceptions significantly influenced trait of vanity with p < 0.001 (β = 0.869), 2) trait of vanity significantly influenced purchase intention with p < 0.001 (β = 0.452), and 3) luxury brand value perceptions significantly and indirectly influenced purchase intention through trait of vanity with p < 0.001 (β = 0.393).