Abstract
Fujiwara and Nagasawa [1] verified differences in the degree of effect of the four psychological factors1 that constituted Japanese people’s preference for luxury brands on the development of purchase intentions for luxury food and car brands. This study is related to the study mentioned above and verifies the effects of consumers’ personality traits on purchase intentions for these luxury brands. It uses a personality trait classification method called the “Big Five personality traits” to perform an empirical analysis of the way that the five dimensions of personality traits4 influence purchase intentions for each brand. As a result, it suggests 1) that the purchase intentions of emotionally unstable consumers with a high dimension of Neuroticism for FERRARI and PORSCHE are significantly lower than those with a low dimension of Neuroticism and 2) that the purchase intentions of consumers who are highly devoted to art and have a high dimension of Openness to Experience for DOM PERIGNON, FERRARI, ROLLS-ROYCE and PORSCHE are significantly higher than those with a low dimension of Openness to Experience.
Highlights
Fujiwara and Nagasawa [1] examine the strong preference among Japanese people for luxury brands and make aHow to cite this paper: Fujiwara, K. and Nagasawa, S. (2015) Relationships among Purchase Intentions for Luxury Brands and Personality Traits Based on the Big Five
Nagasawa comparative analysis of the psychological factors that influence the development of purchase intentions and how they differ between the food and car luxury brands (GODIVA, TORAYA, DOM PERIGNON, FERRARI, ROLLS-ROYCE and PORSCHE)
As a result of empirical analysis using multiple regression analysis, their study suggests the following four points: 1) Differentiation from Others is an important factor in developing purchase intentions for both food and car luxury brands and is a important factor for cars; 2) Conformity to Group Norms is not an important factor in developing purchase intentions for both food and car luxury brands in which consumers continue to feel a sense of rarity; 3) Avoiding Cognitive Dissonance is an important factor in developing purchase intentions for both food and car luxury brands; 4) Quality Evaluation is an important factor in developing purchase intentions for food luxury brands only
Summary
Fujiwara and Nagasawa [1] examine the strong preference among Japanese people for luxury brands and make aHow to cite this paper: Fujiwara, K. and Nagasawa, S. (2015) Relationships among Purchase Intentions for Luxury Brands and Personality Traits Based on the Big Five. Fujiwara and Nagasawa [1] examine the strong preference among Japanese people for luxury brands and make a. (2015) Relationships among Purchase Intentions for Luxury Brands and Personality Traits Based on the Big Five. Nagasawa comparative analysis of the psychological factors that influence the development of purchase intentions and how they differ between the food and car luxury brands (GODIVA, TORAYA, DOM PERIGNON, FERRARI, ROLLS-ROYCE and PORSCHE). This study is related to the study mentioned above and probes into the effects of different natures of consumers (which refer to differences in personal traits in this study) on their purchase intentions for the six brands listed above. The objective of the study is to demonstrate through empirical analysis what purchase intentions consumers with particular personal traits will show toward these brands
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