Hypotheses

Verification Results

Hypothesis 1

Differentiation from Others will have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Supports hypothesis

Hypothesis 2

Differentiation from Others will have a direct positive effect on purchase intention for subject luxury brands in the category of cars.

Supports hypothesis

Hypothesis 3

Among the subject luxury brands in the category of food, Conformity to Group Norms will have a direct positive effect on purchase intention for GODIVA and TORAYA only.

Partially supports hypothesis

Hypothesis 4

Conformity to Group Norms will not have a direct effect on purchase intention for subject luxury brands in the category of cars.

Supports hypothesis

Hypothesis 5

Avoiding Cognitive Dissonance will have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Supports hypothesis

Hypothesis 6

Avoiding Cognitive Dissonance will have a direct positive effect on purchase intention for subject luxury brands in the category of cars.

Partially supports hypothesis

Hypothesis 7

Quality Evaluation will have a direct positive effect on purchase intention for subject luxury brands in the category of food.

Partially supports hypothesis

Hypothesis 8

Quality Evaluation will not have a direct effect on purchase intention for subject luxury brands in the category of cars.

Supports hypothesis