APPLYING THE EXTENDED THEORY OF PLANNED BEHAVIOR MODEL IN STUDYING LUXURY FASHION PRODUCTS’ PURCHASE INTENTION OF VIETNAMESE CONSUMERS

Abstract

Purpose: Based on the extended theory of the planned behavior model with the addition of three factors, including luxury customer value, materialism, and status orientation, the article focuses on what can influence the intention to buy luxury fashion products by Vietnamese consumers. Design/Methodology/Approach: A combination of qualitative and quantitative research methodologies was used in this study. In particular, in-depth interviews were conducted first to adjust the measurement items to suit the research context. Next, a survey was performed among 520 respondents to collect responses about their purchasing intentions. Findings: Research results show that attitude and luxury customer value are the two most influential factors, while modern status orientation is the least influential on purchase intention. The study's findings, in particular, disprove the theory that holds that subjective norms positively influence Vietnamese consumers' intentions to purchase luxury goods. Originality/value: This is one of the first studies to provide rich and in-depth insights into the purchase intention of luxury fashion products by Vietnamese consumers based on the expansion of the theory of planned behavior model with three additional constructs: luxury customer value, materialism, and status orientation.