Do materialism and shopping enjoyment impact luxury brand purchase intention?

Some consumers have adapted to a modern lifestyle centred on projecting their status to society through materialistic presentations, including displaying luxury brand products. Our goal is to extend existing studies on this phenomenon and explore the direct effect of two dimensions of materialism (materialism self-projection vs. materialism evaluation of others) on shopping enjoyment and luxury brand purchase intention. Structural Equation Modelling (SEM) was used to analyse data from 136 Malaysian respondents and found that materialism self-projection is responsible for shopping enjoyment and purchase intention. In contrast, the materialistic evaluation of others is only responsible for purchase intention but not shopping enjoyment. Finally, shopping enjoyment also directly impacts purchase intention. This study offers an alternative model of purchase intention, theoretical and practical implications, and several avenues for future studies.