Uncertainty and affluent teenagers’ luxury buying-decision: The role of avoidance-related indecisiveness

Autor: Ramendra Singh, Yukti Sharma, Shamindra Nath Sanyal, Rabin Mazumder
Rok vydání: 2021
Předmět:
Zdroj: Journal of Retailing and Consumer Services. 58:102305
ISSN: 0969-6989
DOI: 10.1016/j.jretconser.2020.102305
Popis: Global teen population constitutes a sizable market in the luxury brands industry. However, little is known about the mechanism through which teens form an attitude towards luxury brands, particularly in the context of emerging economies. Drawing insights from self-concept theory, self-discrepancy theory, and social consumption motivation, our study proposes a theoretical framework to explain how teenagers' self-related perception influence social consumption motives through avoidance-related indecisiveness, thereby determining teenagers' attitude towards luxury brands. Using a sample of 610 affluent private school students across five major cities of India, we empirically validate our theoretical framework through structural equation modelling. Our study contributes to the existing literature by demonstrating the impact of teenagers’ self-perception on the display of avoidance-related indecisiveness and resisting social consumption motives of luxury brand purchases.
Databáze: OpenAIRE
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