Journal of Marketing Management

Empirical Studies on Luxury Handbags on Product Involvement and Purchase Intention by Mainland Tourist
Suey Chau, David Ko, Yang Xueqi

Introduction
With the unstoppable trend of globalization and Mainland consumers‟ increasing purchasing power and demand in Hong Kong, there are more and more bi-national products in the Hong Kong market. This research aims to investigate the effect of COM and other variables that moderate the COM‟s effect on Mainland tourists. And the research will be conducted with data on consumers product involvement and their evaluation of and purchase intention toward luxury handbags of 2 brands made in two different countries - France and China.

Full Text: PDF     DOI: 10.15640/jmm.v7n1a5