Understanding consumer repurchase intentions towards luxury retail brands: Evidence from an emerging market

Abstract

Prior studies have mostly concentrated on consumers' intentions to purchase luxury brands, and research on luxury consumers' repurchase intentions is limited. In this study, we identify the drivers of luxury repurchase intention using the Value-based Adoption Model and Expectation-Confirmation theory. Further, we examine the moderating role of gender and public vs private consumption patterns on the luxury brands' value dimensions. The study employed a mixed-methods approach comprising qualitative essays and focus group discussions (N = 62) followed by primary surveys of luxury consumers (N = 501). The data for the empirical study was collected through a questionnaire designed using established scales. Using structural equation modeling, the conceptual model was evaluated. The hypotheses developed concerning interplay of VAM and ECT were accepted. Three main predictors of the repurchase intention of luxury brands were perceived value, relationship quality and satisfaction. Also, most of the hypothesized perceived value dimensions (except sensory value and perceived cognitive effort) significantly influenced the overall perceived value. However, the moderating role of (gender and consumption value) was not observed in the relationship between the consumption value dimension and perceived value.