Merchandising/Marketing/Retailing: Branding

The Influence of Country-of-Origin and Need for Uniqueness on Luxury Fashion Purchases

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Abstract

This study aims to examine differences in the influence of attitudinal motivations on the country-of-origin (CoO)effect and the impact of the CoO effect on purchase intentions for luxury fashion brands among young adult consumers in the U.S. and China. To test hypotheses for the proposed model, we gathered responses from an online survey distributed in two countries: the U.S. and China. The survey was initially written in English and then translated into Mandarin by a bilingual researcher. The results indicated that social-adjustive and hedonic motivations led to the CoO effect for luxury fashion brands in the U.S. and China. In the Chinese group, utilitarian motivations led to the CoO effects. In the U.S. sample, hedonic motivation had a strong impact on purchase intention. The inclusion of NFU as a moderator in the model produced differential results between the two countries.

Keywords: Country-of-origin, need for uniqueness, attitudinal motivations, luxury fashion

How to Cite:

Cho, E., Youn, S. & Kopp, S., (2022) “The Influence of Country-of-Origin and Need for Uniqueness on Luxury Fashion Purchases”, International Textile and Apparel Association Annual Conference Proceedings 79(1). doi: https://doi.org/10.31274/itaa.16007