Influences of Self-Esteem and Social Status Perception on Consumers' Intention of Buying True or False Luxury

This article introduces two independent variables which are self-esteem and social status perception in allusion to the prevalent phenomenon of counterfeit luxury consumption. This paper discusses the effects of the two variables on consumers' decision to buy true or false luxury through measuring subjects' self-esteem level,social status perception and their will to buy true luxury or counterfeit. Results show that the two variables have significant main effect,and the interaction is also significant. As for individuals with low self-esteem,those with low social status perception are more willing to buy counterfeits than those with high social status perception; for individuals with high self-esteem,those with high social status perception are more willing to buy counterfeits than those with low social status perception. At the level of low social status perception,those with low self-esteem level are more willing to buy counterfeits than those with high self-esteem level; at the level of high social status perception,consumers' purchase difference is not significant.