Craving Luxury: The Impact of Distance Desire, Desire Satiation, and the Feel‐Good Factor on High‐Priced Purchase Intentions

ABSTRACT Understanding tourists' intentions to buy high‐priced goods requires consideration of both motivational and emotional factors. This study explores the roles of distance desire, desire satiation, and the feel‐good factor as antecedents within the theory of planned behaviour. Using partial least squares structural equation modelling, necessary condition analysis, and combined importance–performance map analysis, this study assesses both sufficient and necessary conditions. The results indicate that all three constructs affect attitudes and perceived behavioural control, which in turn indirectly affect purchase intention. Desire satiation and the feel‐good factor are crucial for fostering positive attitudes, with the feel‐good factor also serving as a key constraint. These results extend the theory of planned behaviour by demonstrating that its cognitive foundation is affected not only by rational processes but also by motivational and emotional influences. This underscores the significance of addressing emotional needs and suppressed desires in influencing purchase decisions during tourism shopping.