| Summary: | 碩士 === 亞洲大學 === 經營管理學系碩士班 === 101 === Throughout most of human history, luxury goods consumption has been an important practice. Over recent decades, the global luxury goods market has grown dramatically; however, information on luxury goods consumption is limited in both the business press and research literature. Little, if any, research has addressed consumer behavior regarding luxury goods in emerging markets, although many luxury goods companies have already set up businesses in these booming markets like Mongolia.
The primary goals of this study was to examine whether Mongolian consumers have a multidimensional cultural orientation, and evaluate how cultural orientation influence Mongolian consumers intentions to purchase luxury goods, with the aim of developing a behavioral framework for analyzing and explaining consumer behavior regarding luxury goods within a specific cultural context.
A survey with an online questionnaire was conducted to collect data. Structural equation modeling (SEM) was employed to test the proposed hypotheses. Results show that Personal cultural orientations significantly influences Mongolian consumers beliefs, including attitudinal, normative, and control beliefs about purchasing luxury goods, thereby indirectly influence Mongolian consumers intention to purchase luxury goods. Attitude toward purchasing luxury goods positively affect Mongolian consumers toward to purchasing luxury goods, and normative beliefs significantly influence attitudinal beliefs, control beliefs.
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