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The Exploratory Investigation of Perceptions of Other Customers on Luxury Value, Well-Being Perception, Brand Engagement in Self-Concept and Willingness to Pay Premium Class: The Moderating Roles of Age, Income and Frequency

안효정 1 HYUN SUNGHYUP 2

1부산대학교
2한양대학교

Accredited

ABSTRACT

The purpose of this research is to (1) examine the role of perceptions of other customers in the formation of premium class passengers' luxury value, (2) investigate the relationships among luxury value, well-being perception, brand engagement in self-concept and Willingness to pay premium class, and (3) test the moderating effects of age, income and frequency. The proposed conceptual model was empirically tested via structural equation modeling analysis using data collected from 300 Korean luxury passengers who had taken premium class in a recent year. The results revealed that (1) three dimensions of perceptions of other customers are critical factors in the formation of luxury value. (2) most of the hypothesis are supported, and (3) age, income and frequency play significant moderating roles. This study provided critical theoretical and practical implications for luxury marketing managers in the airline industry.

Citation status

* References for papers published after 2022 are currently being built.