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    Predictors of purchase intention of luxury South Sea pearls

    Access Status
    Fulltext not available
    Authors
    't Hart, B.
    Teah, Min
    Butcher, Luke
    Date
    2016
    Type
    Journal Article
    
    Metadata
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    Citation
    't Hart, B. and Teah, M. and Butcher, L. 2016. Predictors of purchase intention of luxury South Sea pearls. Australasian Marketing Journal. 24 (4): pp. 344-350.
    Source Title
    Australasian Marketing Journal
    DOI
    10.1016/j.ausmj.2016.11.001
    ISSN
    1441-3582
    School
    School of Marketing
    URI
    http://hdl.handle.net/20.500.11937/54775
    Collection
    • Curtin Research Publications
    Abstract

    This study aims to gain further insight into the reasons behind the decline in sales of luxury South Sea pearls by exploring the different antecedents of consumers’ purchase intention using the theory of planned behaviour. Data were collected using a self-administered questionnaire and analysed using a combination of statistical analysis techniques. Findings showed that attitudes, novelty seeking and self-efficacy are significant predictors of purchase intention, while interpersonal influences are not a significant predictor. This study provides industry practitioners, researchers, policy makers and retailers with new insights into the pearling industry so they are able to better develop products, design branding strategies and form policies which address current consumer behaviour.

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