A STUDY ON CONSUMER PURCHASE INTENTION OF BUYING SECOND-HAND BRAND LV AT ONLINE-AUCTION—MODERATING ROLE OF MATERIALISM

• Main Authors: Yi-yang Chen, 陳佾暘
• Other Authors: Hsien-che Lee
• Format: Others
• Language: en_US
• Published: 2006
• Online Access: http://ndltd.ncl.edu.tw/handle/62012431348178576418

碩士 === 大同大學 === 事業經營學系(所) === 94 === With the popularization of internet and the economic recession, people who pursue online-auction or look for second-hand brand increase a lot. Some sellers may shop too much once or may be in urgent need of cash, so they sell part of goods in a second-hand price. That’s why the brand would be sold in a lower price. It has become an established practice that shopping by online-auction is not only because of the convenience of online-auction but the raising trust to it. The study takes well-known brand LV (Louis Vuitton), which satisfies consumers’ vanity, for example. It is to explore the relationship of consumers’ adjusted perceived value (perceived value/perceived risk) and purchase intention. Also, it is to explore how materialism moderates it. The students in certain college located in north Taiwan will be selected by convenience sample. The two statistic methods, simple regression and hierarchical regression analysis, will be adopted to test the hypotheses. The results show that there is a positive relationship between consumers’ adjusted perceived value and purchase intention, and adjusted perceived value for the effect of consumer purchase intention will be changed by high or low materialism. Therefore, in order to increase consumer purchase intention, online-auction sellers should not only devote themselves to improve consumer adjusted perceived value but also increase the degree of consumer materialism.