The Relationship between Social Psychological Characteristics with Intention to Purchase Luxurious Goods through keeping up with the Joneses in Newlywed of Sanandaj City

Abstract

AbstractToday, we are under the immense siege of luxury goods, the consumption of manifestations and the abundance of services, objects and commodities. Sociological literature increasingly emphasizes the importance of how to use luxury goods in shaping social relationships. The purpose of this study was to determine the relationship between social psychological characteristics and their intention to purchase through keeping up with the Joneses. The research method was correlation. For data collection, valid questionnaires were used. The statistical population of this research includes 205 numbers of newlywed who has been married for one year or less, selected by simple random sampling from Sanandaj city, Kurdistan. Iran. Structural equation modeling and PLS software were used to investigate the relationship between variables. Regression and Sobel tests were used to test the mediation. The results of the study showed that there is a significant relationship between the variables in question; however, the role of keeping up with the joneses was not confirmed in the relationship between social psychological characteristics and purchase intention. In the end, it can be said that individual and cultural characteristics affect the women’s values and their motivations and beliefs about goods, including the purchase of luxury goods.

Keywords

• social psychological characteristics
• purchasing intent
• luxury goods
• keep up with the joneses