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This study investigates the factors influencing luxury purchase intentions among young Chinese consumers, focusing on consumer attitudes, perceived value, and the moderating effect of perceived enjoyment. Data from 389 participants revealed that electronic word-of-mouth (eWOM), perceived value, and consumer attitudes significantly impact luxury purchase intentions, with perceived enjoyment enhancing these relationships. The findings aim to inform luxury brand marketing strategies to better align with the pr

Author

zahramartha14

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EN