ABSTRACT

The significant rise in luxury shopping has recently gained much attention. This paper seeks to better understand the factors involved in luxury consumption. Specifically, a list of 10 luxury fashion-brand restaurants/cafés are identified and used to survey customers’ motivations, perceptions, demographics, and purchase behavior. This study finds that brand equity drivers significantly influence individual’s intention to visit other luxury fashion-brand restaurants/cafés, and purchase products that are associate with the luxury fashion-brand restaurants/cafés where he/she has previously patronized. Female customers show loyalty to luxury fashion brand products and revisit that specific fashion brand restaurants/cafés. These findings enrich and update the existing body of knowledge on luxury-branded restaurants/cafés in relation to customers’ decision making. This study also provides practical implications for luxury fashion-brand F&B owners.

摘要

奢侈品购物的显着增长最近引起了广泛关注。本文旨在更好地了解奢侈品消费所涉及的因素。具体来说，确定并使用 10 家奢侈时尚品牌餐厅/咖啡馆的列表来调查顾客的动机、看法、人口统计和购买行为。本研究发现，品牌资产驱动因素显着影响个人访问其他奢侈时尚品牌餐厅/咖啡馆的意愿，以及购买与他/她之前光顾的奢侈时尚品牌餐厅/咖啡馆相关的产品的意愿。女性顾客对奢侈时尚品牌产品表现出忠诚度，并会再次光顾该特定时尚品牌餐厅/咖啡馆。这些发现丰富并更新了与顾客决策相关的豪华品牌餐厅/咖啡馆的现有知识体系。这项研究还为奢侈时尚品牌餐饮业主提供了实际意义。