A New Look at Brand Experience, Narcissism, and Materialism as Predictors of Online Shopping of Luxury Items in Thailand: A Neuromarketing Perspective

Volume 20 No 5 (2022)

Chanyanan Somthawinpongsai , Abu Bakar Abdul Hamid , Pensri Bangbon , Mohsin Raza , Waraporn Phongam , Jeerabhan Chanwichian , Phoom Srisook

DOI: 10.14704/nq.2022.20.5.NQ22243

Abstract

The purpose of the study is to measure the mediating relationship of online buying intentions between Narcissism,Materialism, and brand experience and their effect on luxury purchase behavior of luxury items by Phuket, Thailand customers. The study has used primary data collection techniques to gather data and used purposive sampling to analyze the data. The sample size pf the study is 250 respondents who prefers to buy luxury items

Keywords

Narcissism, Materialism and Brand Experience, Theory of Planned Behavior, Online Buying Intentions, and Luxury Purchase Behavior

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