Abstract:

Purpose- The purpose of this paper is to understand how value perceptions affect consumer luxury purchase intentions and how consumer knowledge moderate the relationships between consumer value perceptions and luxury purchase intentions. Methodology- The authors use data from a survey of 271 consumers in Bursa and structural equation modelling (SEM) was used in order to analyse the data. Findings- The results revealed that social, personal and functional value perceptions affect consumer luxury purchase intention. It is also show that consumer knowledge has a moderation effect on the relationships between personal and functional vale perceptions and luxury purchase intentions. However, consumer knowledge has not a moderation effect on the relationships between social value perceptions and luxury purchase intentions. Conclusion- It is importamt for marketer to take into account value and value perceptions and so they ought to try to understand value and consumers’ value perceptions.

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