This study investigate the buying behavior and lifestyles of consumers of precious stones (coral). Data were collected using questionnaire-based interview and online questionnaire, and the participants were selected by convenience sampling method. The final sample consisted of 366 valid responses excluding invalid responses. Analyses, including reliability test and ANOVA, were conducted to explore the relations between lifestyles and purchase intentions and to validate the conceptual framework of this study.
In this study, the effects of five factors on consumers’ buying behavior were examined. These five factors include “self learning and growth”, “hedonic experience”, “consumer preference for jewels”, “pursuit of trends”, and “pursuit of fashion news”. The main findings were as follows:
“Self learning and growth” was found to have a significant effect on frequency of buying coral over the past five years, average expense on coral over the past year, and purpose of buying. Consumers would have better knowledge of the potential increase of value and development of coral after having a study of this kind of precious stone. As a result, their self-learning and growth would be related to the frequency, expense, and purpose of buying coral. Besides, positive interaction with customer was found to be an important factor affecting consumers’ repurchase intention.
“Hedonic experience” was significantly related to frequency of buying coral over the past five years and average expense on coral over the past year. The jewelry industry based on creativity and design. Consumers are easily influenced by visual images. Therefore, visual image is particularly important in the marketing of jewelry.
“Consumer preference for jewels” was significantly related to seeking information about coral. consumers are influenced by their tastes and preferences in making a buying decision, even if the buying is unplanned and unexpected. Therefore, in order to induce consumers’ interest and attention, businesses should pay attention to factors affecting consumers'' preferences when advertising or promoting a product. By doing so, they can strengthen consumers’ preference toward their brand and product.
“Pursuit of fashion news” is an attitude characterized by being open and always ready to experience something new. Consumers with this characteristic tend to embrace adventure and excitement more than others. They like to try new products, seek information about jewelry, and participate in art and cultural activities. Hence, this factor was found to have a positive relation to place of purchase and information seeking. Because they are pleased to experience new things, they are also highly influenced by information diffused by experts, celebrities, friends and relatives to have unexpected buying or by promotion of skillful salespersons to make the purchase. Hence, this factor had a significant and direct effect on average expense.