探討想像觀點對奢侈品購買意圖影響之研究

Abstract

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The growing effect of social media on luxury goods industries is making the most of the usage of online advertising as key marketing resources by the luxury brand marketers. This research reveals the main effect of imagery perspective on customers’ intention in luxury goods purchase after viewing advertising videos of luxury goods. Study 1 demonstrated a video taken from a first-person perspective leads to higher luxury goods purchase intention rather than a video taken from a third-person perspective. Furthermore, the findings in study 2 showed the mediating effects of immersion that influenced the main effect. The result of study 3 demonstrated the need for status as the moderator. The findings have theoretical contributions to the marketing research field and practical implications for the executives of luxury brands.