The effect of decomposed theory of planned behavior on consumer purchase behavior of luxury brands

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MOHAMMADIAN MAHMOUD; DEHDASHTI SHAHROKH ZOHREH; Lari Mahnaz

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Journal Paper

Paper Information

Journal: IRANIAN JOURNAL OF MANAGEMENT SCIENCES Year:2020 | Volume:15 | Issue:58 Page(s): 55-79

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Title

The effect of decomposed theory of planned behavior on consumer purchase behavior of luxury brands

Author(s)

MOHAMMADIAN MAHMOUD | DEHDASHTI SHAHROKH ZOHREH | Lari Mahnaz | Issue Writer Certificate

Keywords

Analyzed Theory of Planned BehaviorQ1

Luxury BrandQ1

Supporting Iranian goodsQ1

Purchase BehaviorQ1

Purchase IntentionQ1

Abstract

Today, competition in all industries, including the Luxury Brands industry, has been increased so consumer behavior is crucial to be successful in achieving market share. In order to identify the factors affecting the intention and behavior of Luxury Brands consumers in this study, the theory of planned behavior was used. The present study is descriptive-survey in terms of purpose and in terms of nature and method. A questionnaire was distributed among 390 consumers of Dorsa leather brand through cluster sampling method. Structural equation method with partial least squares approach was used for data analysis. According to the results of the study, the variables of attitude, internal perceived behavioral control and group adaptation had an effect on Purchase Intention, while subjective norms, face-saving and perceived external behavioral control did not have a significant effect on Purchase Intention. Also behavior intention has no effect on Purchase Behavior. face-saving and group conformity also influence the Purchase Intention through attitude. Applying the results of this research and understanding effective factors can affect the Purchase Intention of Iranian Luxury Brands.

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APA: Copy

MOHAMMADIAN, MAHMOUD, DEHDASHTI SHAHROKH, ZOHREH, & Lari, Mahnaz. (2020). The effect of decomposed theory of planned behavior on consumer purchase behavior of luxury brands. IRANIAN JOURNAL OF MANAGEMENT SCIENCES, 15(58 ), 55-79. SID. https://sid.ir/paper/367830/en

Vancouver: Copy

MOHAMMADIAN MAHMOUD, DEHDASHTI SHAHROKH ZOHREH, Lari Mahnaz. The effect of decomposed theory of planned behavior on consumer purchase behavior of luxury brands. IRANIAN JOURNAL OF MANAGEMENT SCIENCES[Internet]. 2020;15(58 ):55-79. Available from: https://sid.ir/paper/367830/en

IEEE: Copy

MAHMOUD MOHAMMADIAN, ZOHREH DEHDASHTI SHAHROKH, and Mahnaz Lari, “The effect of decomposed theory of planned behavior on consumer purchase behavior of luxury brands,” IRANIAN JOURNAL OF MANAGEMENT SCIENCES, vol. 15, no. 58 , pp. 55–79, 2020, [Online]. Available: https://sid.ir/paper/367830/en

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