Original scientific paper
https://doi.org/10.2478/bsrj-2023-0018
Developing Luxury Jewellery Consumption Scale: Integrating Dual Process Theory and Theory of Consumption
Mirna El-Shayeb
orcid.org/0000-0002-1137-2796
; German University in Cairo, Egypt
Sara El-Deeb
orcid.org/0000-0002-9294-8207
; German University in Cairo, Egypt
Abstract
Objectives: Driven by the Dual Process Theory and the Theory of Consumption, the purpose of this paper is to provide a refined scale for luxury consumption motives in addition to categorising the motives into emotional and rational concepts. Methods/Approach: A non-probability convenience sampling technique was used to collect the data from 350 participants. Exploratory and confirmatory factor analyses were used to refine a luxury consumption motive scale. Results: The findings showed price, quality, and investment as rational motivators, and conspicuousness, hedonism, self-identify, and uniqueness, as emotional motivators are extracted as dimensions of the luxury consumption scale, specially fitted for jewellery. Conclusions: The present study makes a significant contribution with regards to creating a unanimous refined scale for luxury consumption motives of jewellery and categorising them into emotional and rational.
Keywords
scale refinement; jewellery; luxury consumption; luxury motives; emotional; rational
Hrčak ID:
315792
URI
Publication date:
31.12.2023.
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