There are no sensitive questions, but you may still be assured that your answers are ANONYMOUS and CONFIDENTIAL. They will be used strictly for the purpose of academic research. Submitting a completed questionnaire implies consent to participate in this research project. All participants can withdraw at any given point during the questionnaire, before submitting their completed questionnaire by clicking ‘next’ in the last page of the questionnaire. The data collected after the completion of the project will be erased to avoid any future breach in confidentiality.

The questionnaire will take around 6 minutes.

There is no right or wrong answer to these questions – what really matters is your opinion based on your experience.

If you have any questions, please do not hesitate to contact the researcher at [email protected].

Thank you for your help!

Q 1) Not displayed

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Q 2) Which is the luxury fashion brand that you intend to purchase from in the near future? (e.g. Balenciaga, Louis Vuitton, Gucci, etc.) Note: please insert only one brand name

_____________________[footnoteRef:1] Q2_Brand [1: Answer = pipe text]

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Q 3) Have you ever purchased from [QID2-ChoiceTextEntryValue]?

Q3_Purchase

Yes Code 1 = Yes

No Code 2 = No

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If yes:

Q 4) How often do you purchase from [QID2-ChoiceTextEntryValue]?

Q4_Frequency

Never bought from this brand before Code = 1

Less than once in two years Code = 2

Once in two years Code = 3

Twice to three times in two years Code = 4

Once per year Code = 5

Two to three times per year Code = 6

Twice every six months Code = 7

Three times every six months Code = 8

At least once per month Code = 9

More than once per month Code = 10

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Q 5) How long have you been a customer of [QID2-ChoiceTextEntryValue]?

Q5_Duration

I’m not a customer of this brand yet Code = 1

Less than 6 months Code = 2

6 months up to 1 year Code = 3

1 year to 2 years Code = 4

3 years to 4 years Code = 5

5 years to 6 years Code = 6

7 years to 8 years Code = 7

9 years and more Code = 8

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Q 6) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q6_1_NII	It is important that others like the luxury products and brands I buy.	1	2	3	4	5	6	7
Q6_2_NII	I rarely purchase the latest luxury fashion styles until I am sure my friends approve of them.	1	2	3	4	5	6	7
Q6_3_NII	When buying luxury products, I generally purchase those brands that I think others will approve of.	1	2	3	4	5	6	7
Q6_4_NII	If other people can see me using a luxury product, I often purchase the brand they expect me to buy.	1	2	3	4	5	6	7
Q6_5_NII	If I want to be like someone, I often try to buy the same brands that they buy.	1	2	3	4	5	6	7
Q6_6_NII	I never identify with other people by not purchasing the same luxury products and brands they purchase. (r)	1	2	3	4	5	6	7

Coding: Code 1 = Strongly Disagree Code 2 = Disagree Code 3 = Slightly Disagree Code 4 = Undecided Code 5 = Slightly Agree Code 6 = Agree Code 7 = Strongly Agree

Q 7) Please mark Χ the blank that best indicates what your specific luxury fashion brand that you mentioned in Q2 means to you.

The brand offers the following characteristics to me:

Not fun	::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::	Fun	Q7_1_Hedonic
Dull	::___::___::___::___::___:: ___::___::	Exciting	Q7_2_Hedonic
Not delightful	::___::___::___::___::___:: ___::___::	Delightful	Q7_4_Hedonic
Not thrilling	::___::___::___::___::___:: ___::___::	Thrilling	Q7_2_Hedonic
Unenjoyable	::___::___::___::___::___:: ___::___::	Enjoyable	Q7_5_Hedonic

Coding: Code 1.0 = Strongly Disagree Code 2.0 = Disagree Code 3.0 = Slightly Disagree Code 4.0 = Undecided Code 5.0 = Slightly Agree Code 6.0 = Agree Code 7.0 = Strongly Agree

Q 8) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q8_1_III	To make sure I buy the right luxury product or brand, I often observe what others are buying or using.	1	2	3	4	5	6	7
Q8_2_III	I often consult other people to help choose the best alternative available from a product class.	1	2	3	4	5	6	7
Q8_3_III	I frequently gather information from friends or family about a luxury product before I buy.	1	2	3	4	5	6	7

Coding: Code 1 = Strongly Disagree Code 2 = Disagree Code 3 = Slightly Disagree Code 4 = Undecided Code 5 = Slightly Agree Code 6 = Agree Code 7 = Strongly Agree

Q 9) Please read and rate ALL of the following statements based on your level of disagreement/ agreement.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q9_1_Unique	I'm often on the lookout for new products or brands that will add to my personal uniqueness.	1	2	3	4	5	6	7
Q9_2_Unique	Having an eye for products that are interesting and unusual assists me in establishing a distinctive image.	1	2	3	4	5	6	7
Q9_3_Unique	I often try to find a more interesting version of run-of-the-mill products because I enjoy being original.	1	2	3	4	5	6	7
Q9_4_Unique	I often dress unconventionally even when it's likely to offend others.	1	2	3	4	5	6	7
Q9_5_Unique	If someone hinted that I had been dressing inappropriately for a social situation, I would continue dressing in the same manner.	1	2	3	4	5	6	7
Q9_6_Unique	I dislike brands or products that are customarily purchased by everyone.	1	2	3	4	5	6	7
Q9_7_Unique	Please select strongly disagree for this statement.[footnoteRef:2] [2: Quality control question, nr. 1]	1	2	3	4	5	6	7
Q9_8_Unique	I often try to avoid products or brands that I know are bought by the general population.	1	2	3	4	5	6	7

Code 1 = Strongly Disagree Code 2 = Disagree Code 3 = Slightly Disagree Code 4 = Undecided Code 5 = Slightly Agree Code 6 = Agree Code 7 = Strongly Agree

Q 10) Please read and rate ALL of the following statements based on your level of disagreement/ agreement regarding your specific luxury fashion brand that you mentioned in Q2.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q10_1_Qual	Products of X are of a high quality.	1	2	3	4	5	6	7
Q10_2_Qual	Products of X are of a constant quality.	1	2	3	4	5	6	7
Q10_3_Qual	Products of X are produced to high-quality standards down to the last detail.	1	2	3	4	5	6	7

Coding: Code 1 = Strongly Disagree Code 2 = Disagree Code 3 = Slightly Disagree Code 4 = Undecided Code 5 = Slightly Agree Code 6 = Agree Code 7 = Strongly Agree

Q 11) Please read and rate ALL of the following statements based on your level of disagreement/ agreement regarding your specific luxury fashion brand that you mentioned in Q2.


	(NOTE: 1=Strongly Disagree / 7= Strongly Agree)
Q11_1_PValue	X offers good value for the price.	1	2	3	4	5	6	7
Q11_2_PValue	X worths the money.	1	2	3	4	5	6	7
Q11_3_PValue	X provides me great value as compared to others.	1	2	3	4	5	6	7

Coding: Code 1 = Strongly Disagree Code 2 = Disagree Code 3 = Slightly Disagree Code 4 = Undecided Code 5 = Slightly Agree Code 6 = Agree Code 7 = Strongly Agree

Q 12) Please mark Χ in the blank that best describes your feelings about your specific luxury fashion brand that you mentioned in Q2:

Unappealing	::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::	Appealing	Q12_1_Attitude
Bad	::___::___::___::___::___:: ___::___::	Good	Q12_2_Attitude
Unpleasant	::___::___::___::___::___:: ___::___::	Pleasant	Q12_3_Attitude
Unfavorable	::___::___::___::___::___:: ___::___::	Favorable	Q12_4_Attitude
Unlikable	::___::___::___::___::___:: ___::___::	Likable	Q12_5_Attitude

Coding example for Q11_1_Attitude Code 1 = Unappealing Code 2 = 2 Code 3 = 3 Code 4 = 4 Code 5 = 5 Code 6 = 6 Code 7 = Appealing

Same applies for others

Q 13) Regarding your specific luxury fashion brand that you mentioned in Q2: Please mark Χ the blank that best describes:

How likely is it that you purchase the brand in the near future?

Unlikely	::_1_::_2_::_3_::_4_::_5_:: _6_::_7_::	Likely	Q13_1_PIntent
No chance	::___::___::___::___::___:: ___::___::	Certain	Q13_2_PIntent
Improbable	::___::___::___::___::___:: ___::___::	Probable	Q13_3_PIntent

Coding for Unlikely/likely and No chance/certain Code 1 = Extremely unlikely Code 2 = Unlikely Code 3 = Somewhat unlikely Code 4 = Neither unlikely nor likely Code 5 = Somewhat likely Code 6 = Likely Code 7 = Extremely likely

Coding for Improbable/Probable Code 1 = Extremely improbable Code 2 = Improbable Code 3 = Somewhat improbable Code 4 = Neither improbable nor probable Code 5 = Somewhat probable Code 6 = Probable Code 7 = Extremely probable

Question 14 – not displayed

DEMOGRAPHIC INFORMATION

Q 15) What is your gender? Q15_Gender

(Please choose only ONE)

· Male Code 1 = Male

· Female Code 2 = Female

Question 16 and 17 – not displayed

Q 18) To which age group do you belong? Q18_Age

(Please choose only ONE)

· 18-24 Code = 1

· 25-34 Code = 2

· 35-44 Code = 3

· 45-54 Code = 4

· 55-64 Code = 5

· 65 and over Code = 6

Question 19 – not displayed

Q 20) What is your annual household NET income? Would you please give your best guess?

(Please choose only ONE) Q20_Income

· Less than $10,000 Code = 1

· $ 10,000-19,999 Code = 2

· $ 20,000-29,999 Code = 3

· $ 30,000-39,999 Code = 4

· $ 40,000-49,999 Code = 5

· $ 50,000-59,999 Code = 6

· $ 60,000-69,999 Code = 7

· $ 70,000-79,999 Code = 8

· $ 80,000-89,999 Code = 9

· $ 90,000-99,999 Code = 10

· $ 1000,000-149,999 Code = 11

· More than $ 150,000 Code = 12

Question 21 – not displayed

Q 22) What is the highest level of school you have completed or the highest degree you have received? (Please choose only ONE) Q22_Education

· Less than high school degree Code = 1

· High school graduate Code = 2

· Some college but no degree Code = 3

· Associate degree in college (2-year) Code = 4

· Bachelor’s degree in college (4-year) Code = 5

· Master’s degree Code = 6

· Doctoral degree Code = 7

· Professional degree (JD, MD) Code = 8

Next.

THANK YOU VERY MUCH

SPSS

RELIABILITY TESTS

Reliability Test: Normative interpersonal influences – Q6 NIII

In this case, the sixth Q6_NIII6R must be excluded from the measurement to obtain Cronbach's alpha > .70. This means that NII6R is not included in further analysis because respondents do not recognize this question to measure "general interpersonal impact" like the other five statements. Excluding this item, Cronbach's alpha is .857. In other words, all other five items are approved.

Reliability Test: Hedonic value – Q7 Hedonic

In this case, the Cronbach’s Alpha is > .70, which means that all the questions measure the same variable and are acceptable.

Reliability Test: Informational interpersonal influences – Q8 III

In this case, the third question must be excluded from the measurement to obtain Cronbach's alpha > .70. This means that third question is not included in further analysis because respondents do not recognize this question to measure " Informational interpersonal influences " like the other five statements. Excluding this item, Cronbach's alpha is .727. In other words, all other two items are approved.

Reliability Test: Need for uniqueness – Q9 Unique

In this case, the Cronbach’s Alpha is > .70, which means that all the questions measure the same variable and are acceptable.

Reliability Test: Product quality – Q10 Qual

In this case, the Cronbach’s Alpha is > .70, which means that all the questions measure the same variable and are good.

Reliability Test: Perceived value – Q11 PValue

In this case, the Cronbach’s Alpha is > .70, which means that all the questions measure the same variable and are acceptable.

Reliability Test: Brand attitude – Q12 Attitude

In this case, the Cronbach’s Alpha is > .70, which means that all the questions measure the same variable and are good.

Reliability Test: Purchase Intentions –Q13 PIntent

In this case, the Cronbach’s Alpha is > .70, which means that all the questions measure the same variable and are acceptable.

DESCRIPTIVE STATISTICS (for demographics)

Gender – Q15

82% of the respondents are female and 18% are male.

Age – Q18

36% of the respondents are between 18 and 25 years old, which represents the majority age group of the respondents. All other age groups are represented between 3% and 19%.

Income – Q20

The two main represented income groups are: 26% that earn less than $10,000 per year and 17% that earn $150,000 or more per year.

Education – Q22

73% the respondents hold a bachelor’s degree in college, which represents the majority educational level. Only 27% hold associate degree in college.

DESCRIPTIVE STATISTICS (for variables)

Normative interpersonal influences

The mean is 4.9 = Undecided. But no conclusions can be drawn from this point on.

Hedonic value

The mean is 4.6 = Undecided. But no conclusions can be drawn from this point on.

Informational interpersonal influences

The mean is 4.4 = Undecided. But no conclusions can be drawn from this point on.

Need for uniqueness

The mean is 4.4 = Undecided. But no conclusions can be drawn from this point on.

Product quality

The mean is 5.8 = Slightly agree. But no conclusions can be drawn from this point on.

Perceived value

The mean is 4.5 = Undecided. But no conclusions can be drawn from this point on.

Brand attitude

The mean is 4.7 = Undecided. But no conclusions can be drawn from this point on.

Purchase intentions

The mean is 5.2 = Somewhat probable/likely. But no conclusions can be drawn from this point on.

MULTIPLE REGRESSION Model 1

Hypotheses (fill in the yellow highlighted blanks below and formulate all hypotheses)

The significant level is less than 0.05, which means that the model work.

H1: Normative Interpersonal Influences is not positively associated with Purchase Intentions, but which is rejected.

H2: Hedonic Value is not positively associated with Purchase Intentions, but which is rejected.

H3: Informational Interpersonal Influences is not positively associated with Purchase Intentions, but which is rejected.

H4: Need for Uniqueness is positively associated with Purchase Intentions.

H5: Product Quality is positively associated with Purchase Intentions, which is most influence on.

H6: Perceived value is positively associated with Purchase Intentions.

H7: Brand attitude is positively associated with Purchase Intentions.

MULTIPLE REGRESSIONS Model 2

A positive correlation indicates that Brad Attitude increases Purchase Intention increases as well.

H1: Hedonic Value is not positively associated with Brand Attitude.

H2: Product Quality is positively associated with Brand Attitude.

H3: Need for Uniqueness is positively associated with Brand Attitude.

H4: Perceived Value is positively associated with Brand Attitude.

H5: Informational Interpersonal Influences is positively associated with Brand Attitude.

H6: Normative Interpersonal Influences is not positively associated with Brand Attitude.

H7: Informational Interpersonal Iinfluences is positively associated with Purchase Intentions.

H8: Normative Interpersonal Influences is positively associated with Purchase Intentions.

H9: In this data set, there is a significant correlation between Brand Attitude and Purchase Intentions.

Purchase intentions

Normative interpersonal

influences

Need for uniqueness

Independent variable Dependent variable

Informational Interpersonal

Influences H3

Hedonic value

Product Quality

Perceived value

Brand Attitude

Purchase

intentions

Normative

interpersonal

influences

Need for

uniqueness

Independent variable Dependent variable

Informational

Interpersonal

Influences

Hedonic value

Product Quality

Perceived value

Brand Attitude

Purchase intentions

Hedonic value

Perceived value

Need for uniqueness

Product Quality

Informational Interpersonal

Influences

Normative interpersonal

influences

Brand Attitude

Purchase

intentions

Hedonic value

Perceived value

Need for

uniqueness

Product Quality

Informational

Interpersonal

Influences

Normative

interpersonal

influences

Brand Attitude

Strongly

Disagree

Slightly

Disagree

Undecided

Slightly

Agree

Strongly

Agree