The effects of luxury purchase intention in Turkey

This study aims to investigate the relationship between research functions, demographically middle-income, especially white-collar employees, and their significant impact on luxury product evaluation and their effects on the to purchase intention in luxury products. Consumer "Cognitive Interaction Motivation-conception and motivation" and "Cogitative Mindfullness Perceptions-brand love and purchase intention with loyalty" are considered as dependent variables. "Brand-Id Image-brand personality, image" luxury product interest and Image Involvement Perceptions with product involvement were chosen as moderators as independent variables. In particular, the "Cognitive Interaction Motivation-motivation and perception" survey questions has almost never used a scale in Turkey. Therefore, Therefore, this study's research survey has supported by with native language interpreter and philology experts. İstanbul is seen as a pioneer city of luxury consumption in Turkey. 510 people responded the scale from the designated districts of Istanbul. In this study, in order to test the hypotheses, factor analysis, reliability analysis, T test, Anova test and regression analysis were performed in SPSS with the collected data. The results showed that most respondents intend to purchase intention luxury items. In particular, the luxury brands users have shown that they feel better the Cognitive Interaction Motivation, while they feel the loyalty, love and purchase intention luxury brands positively. As a result, all dimensions of the research positively affected the tendency to purchase intention luxury in the perception of "cognitive interaction motivation". Merely, the Image Involvement Perceptions moderates the luxury product in the perception of "cognitive interaction motivation" has not affected each other to purchase intention and frequency. All hypotheses except H6 and H8 are supported. As a result, this study aimed to contribute to the existing literature with a comprehensive literature review and quantitative research and aimed to shed light on future research on luxury purchasing. Key words: luxury brand intention, ideal self and actual self-conception, ideal self-motivation, actual self-motivation, luxurious consumer behavior, brand loyalty, brand love, Image Involvement Perceptions and product involvement, Cogitative Mindfullness Perceptions, middle income consumers' luxury purchase intention