Abstract:

The purpose of this study is to determine the factors that influence the purchase of luxury fashion brands by young consumers. With the help of a comprehensive literature review; status consumption, self-concept clarity, need for uniqueness, social consumption motivations, attitude toward luxury brands as input factors and purchase intention as output factor are discussed. The moderating effect of peer pressure is also investigated. Based on the research model and developed hypotheses, a quantitative method was used in the study. 400 questionnaires were used to test research hypotheses. A structural equation modeling running SPSS 20 and AMOS was used in testing research hypothesis. Findings show that while status consumption and creative choice (one dimension of the uniqueness) do influence social consumption motives, self-concept clarity, unpopular choice and avoidance of similarity do not influence social consumption motives and purchasing intentions. Peer pressure has a moderating effect on the relationship between self-concept clarity and social consumption motives. Positive attitudes increase the intention to purchase luxury brands while social consumption motivations affect the attitude toward a luxury brand. 

Keywords: