Role of Personality and Social Factors towards Purchase of Luxury Clothing in Online Settings: Moderating Role of Vanity

Abstract

In this convenient world & era of online markets; consumer seeks easiest way to evaluate brands. Social factors and brand personality are vital attributes of luxury purchase intentions in traditional/physical market place. However, in digital world brand personality and social factors are quite different due to market dynamics. This study also explored moderating role of vanity on social factor because it impacts luxury brands online purchase intention. By adopting questionnaire research technique based on qualitative method 300 questionnaires were distributed among university students that work part-time in industry that don’t have time to evaluate brands with a response rate of 84.66%. Data were gathered through convenient sampling which is sub type of Non-probability sampling technique and analyzed by descriptive & influential statistics on SPSS & Process macro. Resulted showed that social and personality factor positively effects online purchase intention of luxury brand among university students. The moderating role of vanity (physical) was significantly influencing social factors & purchase intentions. This will guide marketers to design better strategies, differentiating segmentation decisions & ultimately capturing niche market.