Consumer inspiration and fashion luxury consumption

One main barrier to middle-income people’s luxury consumption is their limited affordability. The purpose of this study is to examine whether providing instalment payment schemes enhances their luxury consumption. Two scenario-based between-subjects experimental studies were designed to test hypotheses. Study one investigates whether middle-income people’s intention for luxury consumption varies between instalment vs. no-instalment payment scheme situations with the mediation effects of aspiration towards luxury consumption. Study two ads discount coupons for future purchase as a moderator to study one’s model to examine the changes in the strength of effects hypothesised in study one. Data collection is currently underway. Once the data collection is over, MANOVA and SPSS PROCESS module will be used to test the hypotheses. This study will contribute to the literature on luxury consumption. Practically, the findings will help luxury marketers and retailers extend their customer segment from high to mid-income class.