Interpretations of Status Expression in the Purchase Intention of Traditional Silk Apparel as Luxury from Thai Female Consumers
Keywords:
Status Expression, Purchase Intention, Traditional Thai Silk, Buying Behaviour, Female ConsumersAbstract
This study examines value-based motivations shaping female consumers’ intentions to purchase traditional Thai silk apparel using a quantitative survey conducted in Bangkok. Structural equation modelling assessed the effects of social value (𝑥̅ = 0.252, p < 0.05), functional and epistemic value (𝑥̅= 0.708, p < 0.01), and conditional value (𝑥̅ = 0.069, p = 0.07) on luxury purchase intention.
The results indicate that functional and epistemic values exert the strongest influence, suggesting that craftsmanship, product quality, cultural meaning, and personal significance are key drivers of purchase intention.
The conditional value was not statistically significant, implying that situational factors play a limited role. The four value dimensions were also significantly interrelated, supporting the internal coherence of perceptions of luxury value. These findings point to a shift toward a more subtle, emotionally grounded form of cultural luxury among Thai silk consumers, where authenticity, heritage appreciation, and refined self-expression increasingly outweigh conspicuous displays. In practice, the findings guide designers and textile stakeholders by emphasising the strategic roles of cultural storytelling, craft communication, and value-based positioning in Thailand’s evolving luxury market.
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