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The Study on Purchase Intention of Luxury Brand about Price Raising: Focus on Difference according to Consumer Characteristics of Consumption Value, Prior Knowledge, and Perceived Risk

명품브랜드의 가격인상시 구매의도에 관한 연구: 소비가치, 사전지식, 지각된 위험의 소비자특성별 차이를 중심으로

  • 김화동 (목원대학교 광고홍보언론학과)
  • Received : 2012.11.19
  • Accepted : 2012.12.12
  • Published : 2012.12.31

Abstract

This study analyzed empirically difference of purchase intention about price raising of luxury brand according to consumer characteristics such as consumption value, prior knowledge. and perceived risk. Fist, groups according to consumption value showed obvious differences. Group of pursuing uniqueness and ostentation value and group of pursuing quality and pleasure value showed positive purchase intention but group of pursuing social recognition value showed negative purchase intention. Second, groups according to perceived risk. didn't show difference and groups according to prior knowledge showed obvious difference. group of high prior knowledge showed positive purchase intention but group of low prior knowledge showed negative purchase intention. Third, analyzed result about interaction effect of consumer characteristics, Classified group of pursuing uniqueness and ostentation value, expressing high prior knowledge and Classified group of pursuing quality and pleasure value, expressing high perceived risk only showed positive purchase intention, The results of this study present implication to domestic companies aiming luxury brand that performing differently strategy of product and price according to target characteristics is more effective way in differentiating oneself from existing luxury brands and expanding market.

Keywords

Luxury Brand;Price Raising;Purchase Intention;Consumption Value;Prior Knowledge;Perceived Risk