Hypothesis | Verification Results | |
H1 | For the high quartile for Openness to Experience, Differentiation from Others will have a direct positive effect on purchase intention for subject luxury brands in the category of food. | Supports hypothesis |
H2 | For the high quartile for Openness to Experience, Differentiation from Others will have a direct positive effect on purchase intention for subject luxury brands in the category of car. | Supports hypothesis |
H3 | For the high quartile for Openness to Experience, Conformity to Group Norms will not have a direct positive effect on purchase intention for subject luxury brands in the category of food. | Supports hypothesis |
H4 | For the high quartile for Openness to Experience, Conformity to Group Norms will not have a direct positive effect on purchase intention for subject luxury brands in the category of car. | Supports hypothesis |
H5 | For the high quartile for Openness to Experience, Avoiding Cognitive Dissonance will have a direct positive effect on purchase intention for subject luxury brands in the category of food. | Partially supports hypothesis |
H6 | For the high quartile for Openness to Experience, Avoiding Cognitive Dissonance will have a direct positive effect on purchase intention for FERRARI and PORSCHE only. | Partially supports hypothesis |
H7 | For the high quartile for Openness to Experience, Quality Evaluation will not have a direct positive effect on purchase intention for subject luxury brands in the category of food. | Supports hypothesis |
H8 | For the high quartile for Openness to Experience, Quality Evaluation will not have a direct positive effect on purchase intention for subject luxury brands in the category of car. | Supports hypothesis |