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Abstract
Purpose: This study aims to examine the factors influencing Malaysian consumer's purchase intention towards subtle luxury fashion goods.
Design/methodology/approach: A total of 279 usable questionnaires were collected in Malaysia. Data were analysed using structural equation modeling with partial least squares technique. Findings: The results indicated that the social-adjustive function of attitude, the hedonic function of attitude, subjective norm, and perceived behavioural control positively influence the Malaysian consumer's purchase intention towards subtle luxury fashion goods.
Research limitations/implications: The findings of this study are limited to students who live in Penang, Malaysia which cannot reflect the whole population in Malaysia. In this study, caution must be applied, as the findings might not be generalised to all consumers in Malaysia.
Practical implications: This study suggested that marketers and luxury brand managers can develop effective marketing strategies and programs to influence consumer's purchase intention towards subtle luxury fashion goods in Malaysia. Marketers can also apply the inconspicuous consumption behaviour for other luxury product categories and service industries.
Originality/value: This study demonstrates the adaptation and incorporation of two theories, the theory of planned behaviour (TPB) and the functional theories of attitude to examine the determinants that influence Malaysia consumers' purchase intention towards subtle luxury fashion goods.
Keywords: Inconspicuous Consumption, Subtle Luxury Fashion Goods, Purchase Intention, Theory of Planned Behaviour, Function Theories of Attitude, Malaysia
Introduction
The luxury fashion industry is a multi-billion-dollar industry and offers significant benefits to consumer life, social, cultural, environmental and the growth of global economic (Bian & Company; 2016; D'Arpizio et al., 2016; Okonkwo, 2007). When an individual purchase a luxury dress, the luxury dress does not only provide tangible benefits (i.e. quality goods) but intangible benefits (i.e. gaining social recognition and signalling status) to consumers as well (Kapferer, 2010). Kapfere (1998, 2010) defines luxury fashion goods as an over-priced product that far exceeds the functional value, offers a superior quality product, exclusive brand design, unique customer service, and selling at exclusive stores. Additionally, luxury fashion goods also provide intangible benefits to consumers such as a hedonistic shopping experience, making the owner 'noticeable' in the public eyes with a sense of success and belonging to high-status group (Kapferer, 1998; 2010; Kapferer & Bastien, 2012).
There are many luxury fashion goods available for consumers and...