A hierarchy model of quality-recognition-elite-oriented value and beliefs. Deciphering luxury consumption behaviour Online publication date: Thu, 05-Apr-2018
by Chi-Hsien Kuo; Shin'ya Nagasawa
Luxury Research J. (LRJ), Vol. 1, No. 4, 2018
Abstract: This study proposed an integrated model by combining a hierarchy model of luxury goods proposed by Allérès (1990) and value theory (Babin et al., 1994). Firstly, this paper conducted a pilot study to confirm the structure and the interrelationships among consumer beliefs toward the luxury good. Based on the exploratory study, this study developed a hierarchy framework of consumer perceptions of luxury goods, including quality-oriented beliefs, recognition-oriented beliefs, and elite-oriented beliefs corresponding to Allérès model (1990). Secondly, with 316 valid samples from a web-based survey, the findings shown that consumers with higher quality-oriented beliefs had the strongest effect on hedonic value, followed by the effects of elite-oriented and recognition-oriented beliefs. By proposing an integrated model, this paper provided an empirical evidence to show that consumers with different weight of beliefs contribute to diversified weights of consumer value, leading them to behave their conspicuous consumptions based on the social economic perspectives.
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