A New Look at Brand Experience, Narcissism, and Materialism as Predictors of Online Shopping of Luxury Items in Thailand: A Neuromarketing Perspective

Abstract

The purpose of the study is to measure the mediating relationship of online buying intentions between Narcissism, Materialism, and brand experience and their effect on luxury purchase behavior of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyze the data. The sample size pf the study is 250 respondents who prefers to buy luxury items. The research has used Smart PLS software to measure the relationship through bootstrapping and algorithms. The study has found significant positive mediation of online buying intentions between narcissism, materialism and brand experience and their effect on luxury purchase behavior of luxury items. This study suggests the theoretical and practical implications toward luxury purchase behavior in managerial, policy makers and researcher perspective. This study also discussed the future directions and limitations.