University of Isfahan New Marketing Research Journal 2228-7744 4 3 2014 04 21 Investigating the impact of psychological characteristics and demographic characteristics on the purchase intention. Investigating the impact of psychological characteristics and demographic characteristics on the purchase intention. 161 188 17744 FA Bahram Kheiry Bahram Kheiry azad university central branch faculty of management Matineh Fathali Journal Article 2016 06 14 The purpose of this study is investigating the degree of impact of psychological characteristics (motivations) and demographic characteristics (sex, age, and income) on the consumer's attitude toward luxurious products. Statistical Population is composed of all customers attending selected fancy and luxurious restaurants in Tehran, the sample size was determined to include 385 subjects and simple random sampling method was applied. This study was conducted from clients have been referred to a luxury restaurant with a survey approach. Primary Tools for Data Collection was Likert's 5-scale questionnaire. In order to analyze the data, descriptive and inferential statistics and the structural equation modeling were employed with SPSS and Lisrel software programs. Research results suggest that the psychological characteristics affect the consumer's attitude toward luxurious products and quality of the service provided by fancy, luxurious restaurants. As far as the variable of demographic characteristics is concerned, only age has an effect on the consumer's attitude toward luxurious products, and sex and income variables have no impact on the consumer's attitude toward luxurious products and the variable of demographic characteristics has no impact on the quality of the service offered by fancy and luxurious restaurants. The variables of consumer attitude toward luxurious products, quality of the service provided by fancy and luxurious restaurants, perception of brand and social effect affect the purchase intention, while the variables of store image (restaurant) and vanity bring about no impact on the purchase intention. In addition, the variable of vanity does not exert any moderating effect on the relation between perception of luxurious brand and purchase intention and between the social effect and purchase intention The purpose of this study is investigating the degree of impact of psychological characteristics (motivations) and demographic characteristics (sex, age, and income) on the consumer's attitude toward luxurious products. Statistical Population is composed of all customers attending selected fancy and luxurious restaurants in Tehran, the sample size was determined to include 385 subjects and simple random sampling method was applied. This study was conducted from clients have been referred to a luxury restaurant with a survey approach. Primary Tools for Data Collection was Likert's 5-scale questionnaire. In order to analyze the data, descriptive and inferential statistics and the structural equation modeling were employed with SPSS and Lisrel software programs. Research results suggest that the psychological characteristics affect the consumer's attitude toward luxurious products and quality of the service provided by fancy, luxurious restaurants. As far as the variable of demographic characteristics is concerned, only age has an effect on the consumer's attitude toward luxurious products, and sex and income variables have no impact on the consumer's attitude toward luxurious products and the variable of demographic characteristics has no impact on the quality of the service offered by fancy and luxurious restaurants. The variables of consumer attitude toward luxurious products, quality of the service provided by fancy and luxurious restaurants, perception of brand and social effect affect the purchase intention, while the variables of store image (restaurant) and vanity bring about no impact on the purchase intention. In addition, the variable of vanity does not exert any moderating effect on the relation between perception of luxurious brand and purchase intention and between the social effect and purchase intention https://nmrj.ui.ac.ir/article_17744_4bf1cb160f047fbe52c94cad53be886b.pdf