Studying the Effective Factors on Repurchasing Intention of Luxury Goods in Consumers Who are Looking for Unique Products

With the expansion of capitalism system and government market, as well as the expansion of advertising media, people every day are encouraged to consume more unnecessary luxury goods and by enhancing the standards of living, people do not pay attention to their purchasing power. The present study looks at the behavior of luxury clothes consumers according to psychological antecedents and brand to recognize the factors affecting the consumption of luxury goods in the countryʹs population. Therefore the main goal of present study is determination of factors influencing repurchase of luxury goods such as: needs to uniqueness, materialism, social comparison, Fashion innovativeness, affective response and consumption position. The population of this study is all customers who purchased at least twice from the luxury clothing store in the city of Isfahan. Since the statistical population is unlimited, to gain sample size, Cochran relation was used and 224 sample size was gained. The data collection tool was researcher made questionnaire with 35 questions and the validity was gained using the opinion of supervisor professor, specialists and management experts. On the other hand the reliability of the study gained through Cronbachʹs alpha index equal to 0.85 including personal information and also the main and expertise questions of research hypotheses. The collected data were analyzed through SPSS software and the statistical tests in descriptive level (Frequency, mean and standard deviation) and inferential level ( T test, Kolmogorov and Smirnov test, factor analysis test, path analysis test and Friedman test). The gained results from the analysis test showed no positive and significant impact of materialism, social comparison and Fashion innovativeness on consumption status. On the other hand the significant impact of consumption status on the affective response could be seen and also significant and positive impact of affective response and consumption status on repurchase of luxury goods could be seen.