What motives people repurchasing luxury goods?

Abstract

The repurchase of luxury items is more than a mere functional utility; it enters the complex and con-fusing realm of psychological, emotional, and social dimensions of buying behavior. It is commonly understood that the purchase of a luxury good has personal verification value as an indication of status or personal achievements. However, the motivations for repeated purchases remain unexplored. This research seeks to find out the major reasons that motivate the repurchase of luxury goods, i.e. affec-tive response, status consumption, materialism, need for uniqueness A quantitative survey structured under a deductive approach was distributed to 100 respondents and analyzed by regression and correlation. Findings show that affective response such as emotional satis-faction and customer loyalty are major influential factors for repurchase intentions. On the contrary, status consumption and materialism played a limited role. However, the need for uniqueness was proved to have weak positive significance in continuous luxury consumption across cohorts under study. Some light has been thrown on the way-the emotional landscape of the brands and granary value at-tached to them from the point of the consumer proves to be more important motivators likely. This study results also throw light on self-perception greater insight into the consumers' psychology in the luxury market and offer practical recommendations to luxury brands for developing long-lasting rela-tionships with consumers. Future studies can take advantage of longitudinal studies to explore such progressive changes in the preferences of the luxury consumer.