Determinant Factors Influence the Purchase Intention through Balenciaga Handbags in the Luxury Product in China

Abstract

The objective of this research is to investigate the factors influencing the purchase intention through Balenciaga handbags which the luxury product in China. The research objectives are: (1) To explain retail atmospherics and Balenciaga handbags the luxury product purchase intention in China. (2) To explain customer engagement and Balenciaga handbags the luxury product purchase intention in China. (3) To explain function value and Balenciaga handbags the luxury product purchase intention in China. (4) To explain social value and Balenciaga handbags the luxury product purchase intention in China. (5) To explain symbolical value and Balenciaga handbags the luxury product purchase intention in China. (6) To explain attitude and Balenciaga handbags the luxury product purchase intention in China. Applied quantitative research methodology by using a survey questionnaire to collect data from 508 respondents who had at least purchased one Balenciaga luxury handbag in China inside the retail store. The result showed that there are significant and positive relationships between retail atmospherics, customer engagement, function value, symbolical value, attitude towards the Balenciaga handbags, and the luxury product’s purchase intention.