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Personal Perceptions and Luxury Purchasing Motivation - Statistics Project Example

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Summary
The paper 'Personal Perceptions and Luxury Purchasing Motivation' is a perfect example of a management statistics project. To facilitate analysis using linear regression on SPSS, the data collected was aggregated to measure each construct. Questions relating to perceived conspicuousness were aggregated together by summing their individual scores…
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Personal Perceptions and Luxury Purchasing Motivation
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Extract of sample "Personal Perceptions and Luxury Purchasing Motivation"

Luxury Purchase Motivation: Findings and Discussions

To facilitate analysis using linear regression on SPSS, the data collected was aggregated to measure each construct. Questions relating to perceived conspicuousness were aggregated together by summing their individual scores across each study partcipant. The same was done for other variables namely perceived uniqueness, perceived quality, perceived hedonism, and perceived extend self. Ultimately, scores for overall personal perceptions and overall bob personal perceptions were obtained through summation of the corresponding individual sub scales. As for the dependent variables consumer perceived value and consumer purchase motivation, the scores were rated by the individuals on a scale of 1 to 5 to correspond to low to high levels of value and motivation respectively.

Hypothesis 1

The first hypothesis sought to establish the relationship between non personal perceptions and luxury purchasing motivation. Hypothesis 1 was stated as: Non-personal perceptions significantly influence student’s luxury purchasing motivation. The hypothesis was broken into individual variables of perception as H1a, H1b and H1c as defined below:

Hypothesis1a:Perceived conspicuousness significantly influences student’s luxury purchasing motivation.

Hypothesis1b:Perceived uniqueness significantly influences student’s luxury purchasing motivation.

Hypothesis1c: Perceived quality significantly influences student’s luxury purchasing motivation.

Regression analysis was run between the independent variables and dependent variables of non personal perceptions and luxury purchasing motivation among 100 Chinese overseas students. The summarized SPSS output is presented in the table below

Coefficientsa

Summary

ANOVA

Model

Unstandardized Coefficients

B

Standardized Coefficients

Std. Error

t

Beta

Sig.

R

R Square

df

Mean Square

F

Sig.

H1

(Constant)

Non personal perceptions

1.494

.084

.705

.039

 

.211

2.119

2.134

.037

.035

.211

.044a

1

98

8.298

1.823

4.553

.035

H1a

(Constant)

Perceived Conspicuousness

2.955

.005

.331

.100

 

.005

8.937

.051

.000

.959

.005

.000a

1

98

.005

1.907

.003

.959

H1b

(Constant)

Perceived uniqueness

2.209

.132

.427

.070

 

.187

5.171

1.880

.000

.033

.187

.035a

1

98

6.506

1.841

3.534

.033

H1c

(Constant)

2.322

.489

 

4.752

.000

.138

.019a

1

3.563

1.905

.017

Perceived quality

.074

.053

.138

1.380

.017

98

1.871

a. Dependent Variable: Purchase motivation

From hypothesis 1 (H1), the study found that there was a statistically significant relationship between non personal perceptions and luxury purchase motivation with p = 0.035 (p < 0.05) with non personal perceptions explaining up to 4.4% of variance in luxury purchase motivation (R2 = 0.044) hence H1 was found to be true thus accepted.

As for the individual perceptions, the analysis showed that perceived conspicuousness (H1a) did not significantly influence luxury purchase as p = 0.959 (p>0.05) hence H1a was not found to be true thus rejected. However, perceived uniqueness (H1b) with p = 0.033 and perceived quality (H1c) with p = 0.017 were found to statistically significantly influence luxury purchase motivation with perceived uniqueness explaining 3.5% of variance and perceived quality explaining 1.9% of variance in luxury purchase motivation respectively.

Hypothesis 2

The second hypothesis is aimed at investigating overseas Chinese students whether exist significant non-personal perceptions for conspicuousness (H2a), uniqueness (H2b) and quality (H2c)in luxury consumption.

Hypothesis2:Overseas Chinese students exist significant non-personal perceptions.

Hypothesis2a:Overseas Chinese students exist significant perceived conspicuousness value.

Hypothesis2b:Overseas Chinese students exist significant perceived uniqueness value.

Hypothesis2c:Overseas Chinese students exist significant perceived quality value.

The findings are tabulated below:

Coefficientsa

Summary

ANOVA

Model

Unstandardized Coefficients

B

Standardized Coefficients

Std. Error

t

Beta

Sig.

R

R Square

df

Mean Square

F

Sig.

H2

(Constant)

Non personal perceptions

1.265

.094

.683

.038

 

.241

1.850

2.453

.067

.016

.241a

.058

1

98

10.308

1.713

6.017

.016

H2a

(Constant)

Perceived Conspicuousness

3.117

-.069

.322

.098

 

-.071

9.681

-.708

.000

.481

.071a

.005

1

98

.907

1.809

.501

.481

H2b

(Constant)

Perceived uniqueness

2.077

.144

.415

.068

 

.209

5.005

2.116

.000

.037

.209a

.044

1

98

7.783

1.739

4.476

 

.037

H2c

(Constant)

Perceived quality

1.985

.105

.472

.052

 

.202

4.206

2.042

.000

.044

.202a

.041

1

98

7.274

1.744

4.171

.044

a. Dependent Variable: Consumer's perceived value

Overall, non personal perceptions were found to statistically influence overseas Chinese students perceived quality value with p = 0.016 (p > 0.05) explaining up to 5.8% of variance in the dependent variable (R2 = 0.058). Thus H2 was found to be true and hence, accepted.

Individually, perceived conspicuousness did not have any statistically significant influence on perceived luxury quality value (p = 0.481; p > 0.05) thus contradicting hypothesis H2a. However, perceived uniqueness (p = 0.037; p < 0.05) and perceived quality (p = 0.044; p < 0.05) were found to statistically significantly influence perceived luxury value explaining 4.45 (R2 = 0.044) and 4.1% (R2 = 0.041) respectively. Therefore, H2b and H2c were found to be true and accepted.

Hypothesis 3

The third hypothesis is aimed at investigating that overseas Chinese student’ personal perceptions have a significant influence on luxury purchase motivation. The hypotheses were defined to include the overall personal perceptions and the individual personal perceptions as presented below.

Hypothesis3:Personal perceptions significantly influence student’s luxury purchasing motivation.

Hypothesis3a:Perceived hedonism significantly influences student’s luxury purchasing motivation.

Hypothesis3b:Perceived extended self significantly influences student’s luxury purchasing motivation.

The results of the regression analysis are presented in the summary table below.

Coefficientsa

Summary

ANOVA

Model

Unstandardized Coefficients

B

Standardized Coefficients

Std. Error

t

Beta

Sig.

R

R Square

df

Mean Square

F

Sig.

H3

(Constant)

Personal perceptions

2.288

.046

.612

.040

 

.115

3.742

1.144

.000

.256

.115a

.013

1

98

2.461

1.882

1.308

.256

H3a

(Constant)

Perceived hedonism

2.199

.064

.599

.049

 

.132

3.674

1.322

.000

.189

.132a

.018

1

98

3.277

1.874

1.749

.189

H3b

(Constant)

Perceived extend self

2.942

.010

.293

.094

 

.011

10.055

.110

.000

.913

.011a

.000

1

98

.023

1.907

.012

.913

a. Dependent Variable: Purchase motivation

From the results, it emerged that personal perceptions did not have any statistically significant influence on luxury purchase motivation (p = 0.256; p > 0.05). Similarly, for the specific hypotheses H3a, H3b and H3c, it was found that they did not have any statistically significant influence on luxury purchase motivation. Consequently, hypotheses H3, H3a and H3b were rejected.

Hypothesis 4

Regarding hypothesis 4, the study aimed at investigating overseas Chinese students whether exist significant personal perceptions for hedonic (H4a) and extended self (H4b) in luxury consumption. The hypotheses are shown below

Hypothesis4: Overseas Chinese students exist significant personal perceptions.

Hypothesis4a: Overseas Chinese students exist significant perceived hedonic value.

Hypothesis4b: Overseas Chinese students exist significant perceived extended self value.

The findings are tabulated below.

Coefficientsa

Summary

ANOVA

Model

Unstandardized Coefficients

B

Standardized Coefficients

Std. Error

t

Beta

Sig.

R

R Square

df

Mean Square

F

Sig.

H4

(Constant)

Personal perceptions

2.622

.020

.600

.040

 

.050

4.367

.493

.000

.623

.050a

.002

1

98

.440

1.814

.243

.623

H4a

(Constant)

Perceived hedonism

2.383

.044

.587

.048

 

.093

4.059

.922

.000

.359

.093a

.009

1

98

1.531

1.803

.849

.359

H4b

(Constant)

Perceived extend self

3.067

-.057

.285

.092

 

-.063

10.758

-.625

.000

.533

.063a

.004

1

98

.707

1.811

.391

.533

a. Dependent Variable: Consumer's perceived value

There was no statistically significant influence of personal perceptions on luxury consumption with p = 0623 for the overall personal perception and p = 0.359 for H4a and 0.91 for H4b. thus hypothesis four found not to be true hence rejected.

Hypothesis 5

The fifth hypothesis is aimed at investigating the influence between overseas Chinese students’ luxury perceived value and purchase motivation in luxury consumption.

The regression analysis output is presented in the table.

Coefficientsa

Summary

ANOVA

Model

Unstandardized Coefficients

B

Standardized Coefficients

Std. Error

t

Beta

Sig.

R

R Square

df

Mean Square

F

Sig.

H5

(Constant)

Consumer's perceived value

3.187

-.074

.330

.103

 

-.073

9.647

-.722

.000

.002

.922a

.085

1

98

.988

1.897

.521

.002

a. Dependent Variable: Purchase motivation

From the analysis, consumer’s perceived value of the luxury product statistically significantly explains purchase motivation with p = 0.002 (p < 0.05) explaining up to 8.5% of variance in the dependent variable (R2 = 0.085).

Conclusion

From the findings we conclude that:

Personal perceptions significantly influence luxury purchase motivation and that perceived conspicuousness does not significantly influence luxury purchase. However, perceived uniqueness and perceived quality, statistically significantly influence luxury purchase motivation.

Personal perceptions were found to statistically influence overseas Chinese students perceived quality value. Individually, perceived conspicuousness did not have any statistically significant influence on perceived luxury while perceived uniqueness and perceived quality statistically significantly influence perceived luxury.

Personal perceptions do not statistically significantly influence luxury purchase motivation. Further, for the specific hypotheses H3a, H3b and H3c, it was found that perceived hedonism and perceived extend self do not statistically significantly influence luxury purchase motivation.

There is no statistically significant influence of personal perceptions on luxury consumption. However, the overall consumer’s perceived value of the luxury product statistically significantly explains purchase motivation.

Reference

Linear Regression. (2013). Handbook of Univariate and Multivariate Data Analysis with IBM SPSS, Second Edition. doi:10.1201/b15605-12

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