The Impact of Cultural Orientation on the Societal Motivations of Luxury Good Consumption of IT Professionals in Sri Lanka

Abstract

The primary objective of the study is to examine the impact of cultural orientation on the societal motivations of luxury good consumption of IT professionals in Sri Lanka. Thus, the study has used a sample of 103 IT practitioners in Sri Lanka. Correlation and regression analysis have been used to achieve the primary objectives. Consequently, among the four independent variables; horizontal individualism, vertical individualism, horizontal collectivism and vertical collectivism, only vertical individualism has a signifcant and positive relationship towards the societal motivation of luxury good consumption. The other variables have negative none signifcant relationship towards social luxury good consumption. Regression analysis concludes that only vertical individualism is a signifcant predictor of social luxury good consumption motivation of IT professionals. The other variables are not signifcant predictors.