Abstract
ABSTRACTThis study applied self-enhancement construct, enhancing self-concepts as inner and egoistic value, to investigate whether luxury value serves to enforce or reinforce luxury air travelers’ self-enhancement, and examine how face consciousness influences the relationships between self-enhancement and behavioral intentions. Air travelers who had experienced fully charged first-class seats participated in the survey and the data were analyzed. The results demonstrate four factors of luxury value significantly influence first-class air travelers’ self-enhancement. Additionally, first-class air travelers’ self-enhancement increases not only loyalty to first-class but also willingness to pay more, and the effect varied according to the level of passengers’ face consciousness.
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