Understanding High-Income Consumers' Purchase Intentions for Precious Jewellery in Urban Myanmar: A Study of Yangon, Mandalay, and Naypyitaw
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Purpose: This study examines the factors influencing Purchase Intention for precious jewelry among high-income consumers in Yangon, Mandalay, and Naypyitaw, Myanmar. The research framework integrates Materialism, Attitude, Purchase Motivation, Perceived Experiential Value, and Perceived Functional Value to understand their impact on consumers' purchasing decisions. Research design, data and methodology: A quantitative research design was employed, with data collected from 500 participants through structured questionnaires. Confirmatory Factor Analysis (CFA) was used to validate the measurement model, while Structural Equation Modeling (SEM) tested the hypothesized relationships. Results: The results reveal that Materialism significantly influences both Purchase Motivation (β = 0.315) and Purchase Intention (β = 0.333). Additionally, Attitude (β = 0.125) and Perceived Functional Value (β = 0.229) positively impact Purchase Intention. In contrast, Purchase Motivation (β = -0.073) and Perceived Experiential Value (β = -0.020) did not show significant effects. Conclusions: These findings suggest that precious jewelry consumption in Myanmar is driven more by material value and practical utility than by social impression or emotional experience. Marketers should focus on reinforcing the status symbolism and quality craftsmanship of their products to enhance purchase intentions. This study contributes to understanding luxury consumption behavior in emerging markets, offering strategic insights for targeting high-income segments effectively.
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