Abstract: The purposes of this research were 1) to study
consumer-based equity of luxury brands, 2) to study consumers-
purchase intention for luxury brands, 3) to study direct factors
affecting purchase intention towards luxury brands, and 4) to study
indirect factors affecting purchase intention towards luxury brands
through brand consciousness and brand equity to analyze information
by descriptive statistic and hierarchical stepwise regression analysis.
The findings revealed that the eight variables of the framework which
were: need for uniqueness, normative susceptibility, status
consumption, brand consciousness, brand awareness, perceived
quality, brand association, and brand loyalty affected the purchase
intention of the luxury brands (at the significance of 0.05). Brand
Loyalty had the strongest direct effect while status consumption had
the strongest indirect effect affecting the purchase intention towards
luxury brands. Brand consciousness and brand equity had the
mediators through the purchase intention of the luxury brands (at the
significance of 0.05).
Abstract: This study aims to examine the determinants of
purchase intention in C2C e-commerce. Specifically the role of
instant messaging in the C2C e-commerce contextis investigated. In
addition to instant messaging, we brought in two antecedents of
purchase intention - trust and customer satisfaction - to establish a
theoretical research model. Structural equation modeling using
LISREL was used to analyze the data.We discussed the research
findings and suggested some implications for researchers and
practitioners.