Abstract
This study explores the pathway that lead the materialist to buy foreign products online. The research identifies bandwagon luxury consumption behaviour and perceived brand globalness as consequence of materialism. It also identifies the moderating role of consumer innovativeness between bandwagon luxury consumption behaviour and intention to buy foreign luxury products online. An online cross-sectional survey was used to gather information from respondents of purchasers of foreign luxury products in Pakistan. Questionnaires were distributed to respondents online and a total of 210 completed questionnaires were used in the analysis. The results show that Bandwagon luxury consumption behavior and perceived brand globalness had a significant positive relationship with materialism and intention to buy foreign luxury products online and positively mediates the relation between materialism and intention to buy foreign luxury products online. The Consumer innovativeness acts as a significant moderator between Bandwagon luxury consumption behavior and intention to buy foreign luxury products online. This research results, are helpful for the foreign companies who want to target consumers of Pakistan and also online local websites selling foreign product.
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a callDisclaimer: All third-party content on this website/platform is and will remain the property of their respective owners and is provided on "as is" basis without any warranties, express or implied. Use of third-party content does not indicate any affiliation, sponsorship with or endorsement by them. Any references to third-party content is to identify the corresponding services and shall be considered fair use under The CopyrightLaw.
