Factors affecting luxury consumption: A research for the products with different social visibility levels

The aim of this study is to investigate luxury product consumption for high and low social visibility products and whether there is any moderator effect in this relationship. While the dependent variable is the amount of luxury product consumption, Hedonism, The Need for Uniqueness, Materialism and Status Consumption are independent variables. In addition, it is investigated whether Brand Love and Brand Prominence have a moderator effect in the relationship between these dependent and independent variables. For this purpose, luxury watches with high social visibility level and niche perfume and luxury shaving equipment are identified as low visibility products. Survey method is conducted through an online sampling from the people who actually purchased the products. According to the results from the partial least squares (PLS) structural equation modeling (SEM) while Materialism and Status Consumption have a positive effect on the consumption of luxury goods with high social visibility; Hedonism and The Need for Uniqueness have a positive effect on the consumption of luxury products with low social visibility. However, no moderator effect of Brand Love and Brand Prominence was found.