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Developing Luxury Jewellery Consumption Scale: Integrating Dual Process Theory and Theory of Consumption

INFORMAZIONI SU QUESTO ARTICOLO

Cita

Objectives

Driven by the Dual Process Theory and the Theory of Consumption, the purpose of this paper is to provide a refined scale for luxury consumption motives in addition to categorising the motives into emotional and rational concepts.

Methods/Approach

A non-probability convenience sampling technique was used to collect the data from 350 participants. Exploratory and confirmatory factor analyses were used to refine a luxury consumption motive scale.

Results

The findings showed price, quality, and investment as rational motivators, and conspicuousness, hedonism, self-identify, and uniqueness, as emotional motivators are extracted as dimensions of the luxury consumption scale, specially fitted for jewellery.

Conclusions

The present study makes a significant contribution with regards to creating a unanimous refined scale for luxury consumption motives of jewellery and categorising them into emotional and rational.

eISSN:
1847-9375
Lingua:
Inglese