Investigating the Effect of Consumer's Social Dominance on Choosing High-tech Luxury Products with Moderating Role of Product Involvement
Journal Title: Roshd-e-Fanavari - Year 2017, Vol 13, Issue 52
Abstract
High-tech products or high-tech luxury products are among the most rapidly growing kinds of luxury products in the global marketplaces. Today, the market for high-tech luxury products is expanding extensively in many areas. People, who tend to buy high-tech luxury products, usually have certain demographic and behavioral characteristics that differentiate them from other people. Social dominance is among the characteristics of buyers of these high-tech luxury products. In this study, we investigate the impact of consumer's social dominance dimensions on choosing high-tech luxury products with moderating role of product involvement. This research is practical in terms of research directions and is descriptive in terms of research objectives. Statistical population of this study is high-tech luxury products buyers in Tehran's Paytakht store. We used correlation and structural equation modeling (SEM) through SPSS 20 and Smart PLS 2 software to test hypotheses. The results indicate that there is a significant relationship between social dominance dimensions (social greed and cupidity) with choosing luxury high-tech products. And also, the results indicate that consumer’s involvement about high-tech luxury product has no moderating role in relationship between consumer's social dominance dimensions and luxury high-tech products choice.
Authors and Affiliations
Mohsen Akbari, Mostafa Ebrahimpour Azbari, Meysam MasoudiFar, Sedigheh Kheyri
Keywords
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- EP ID EP368753
- DOI 10.7508/jstpi.2017.04.006
- Views 47
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