SHS Web Conf.
Volume 132, 2022Innovative Economic Symposium 2021 – New Trends in Business and Corporate Finance in COVID-19 Era (IES2021)
|Number of page(s)
|New Trends in Business and Corporate Finance in COVID-19 Era
|05 January 2022
Is it recession-proof? Masstige purchase intention: the moderating effect of perceived economic crisis
1 Graduate School of Business Administration, Kookmin University, Seoul, South Korea
2 College of Business Administration, Kookmin University, Seoul, South Korea
* Corresponding author: firstname.lastname@example.org
The aim of this study is to investigate the effect of economic crisis on consumers’ masstige behavioural intention. The study examines the effects of uniqueness, hedonic value, conspicuous consumption and perceived quality on masstige purchase intention, and as well the moderating effect of perceived economic crisis. The study conducts the hierarchical multiple regression analysis. The results show that uniqueness and hedonic values have significant influences on masstige purchase intention, while conspicuous consumption and perceived quality have no influence on masstige purchase intention. In addition, perceived economic crisis has no moderating effect on the relationship between uniqueness, hedonic value, conspicuous consumption, perceived quality and masstige purchase intention.
Key words: Masstige / Economic crisis / Uniqueness / Conspicuous consumption / Hedonic value / Perceived quality
© The Authors, published by EDP Sciences, 2021
This is an Open Access article distributed under the terms of the Creative Commons Attribution License 4.0, which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited.
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