Postoj k luxusní spotřebě: perspektiva psychologických a sociálních faktorů

This bachelor's thesis empirically examines the relationships between selected psychological, social, and functional determinants of luxury consumption and consumers' purchase intentions in the context of luxury products and services. The study is based on the multidimensional concept of luxury value and focuses on four key determinants: hedonic motivation, need for uniqueness, social status motivation, and perceived quality. The empirical research was conducted using a questionnaire survey with 127 respondents, and the collected data were analysed using correlation analysis and multiple linear regression. The results indicate that, in the context of luxury products, hedonic motivation, need for uniqueness, and social status motivation were significant predictors of purchase intention, whereas perceived quality was not. In the context of luxury services, hedonic motivation, need for uniqueness, and perceived quality were identified as significant determinants, while social status motivation was not statistically significant. The findings confirm the multidimensional nature of luxury consumption and suggest that consumers perceive luxury products and luxury services differently.