摘要：The aim of this study is to investigate the effect of economic crisis on consumers’ masstige behavioural intention. The study examines the effects of uniqueness, hedonic value, conspicuous consumption and perceived quality on masstige purchase intention, and as well the moderating effect of perceived economic crisis. The study conducts the hierarchical multiple regression analysis. The results show that uniqueness and hedonic values have significant influences on masstige purchase intention, while conspicuous consumption and perceived quality have no influence on masstige purchase intention. In addition, perceived economic crisis has no moderating effect on the relationship between uniqueness, hedonic value, conspicuous consumption, perceived quality and masstige purchase intention.
