Determinant Factors of Purchase Intention of Luxury Handbags: A Case Study of Top Three Brands in Bangkok

Abstract

The objective of this study is to understand and identify the factors influencing the purchase intention of top three brands of luxury handbags in Bangkok. The variables were social value, perceived luxury value, eWOM, trust, brand loyalty and purchase intention. This study employed quantitative research methodology by using a survey questionnaire to collect data from 150 respondents who had purchased or planned to purchase a luxury handbag in Bangkok through either online or offline channels. The descriptive and inferential analyses for this study employed  frequency, percentage, mean, standard deviation, and Linear Regression. The study found that social value, perceived luxury value, eWOM, and brand loyalty factors have  significant influences on  purchase intention of luxury handbags in Bangkok.  Trust is the variable that has  no significant  influence on the  purchase intention.