Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The influence of materialism, price and point-of-purchase advertisement on consumers’purchasing behavior -focused on discount Jeans-

소비자의 물질주의 특성과 제품의 가격,구매시점 광고가 구매행동에 미치는 영향-진의류 할인판매를 중심으로-

  • 이윤경 (성균관대학교 생활과학부 의상학과) ;
  • 황선진 (성균관대학교 생활과학부 의상학과)
  • Published : 2000.08.01
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Abstract

This study was intended to examine the effect of consumer materialism, price and point-of-purchase advertisements on consumer preference and purchasing intention with respect to discount jeans. Information for the study was obtained through the use of an experimental design which was 2$\times$[2$\times$3] mixed factorial design. The subjects were two hundred and seventy college male and female students. The data were analysed with factor analysis, ANOVA by using the SAS program. The main results were as follows: First, the results indicated that the 3-way interaction effects among materialism, price and point-of-purchase advertisements on consumer preference. Second, the results showed the 2-way interaction effects between materialism and price between materialism and price on consumers’purchasing behavior. These results indicated that materialism have not direct effect on consumers’purchasing behavior but significant influence under those condition in which price effect occurs. And different from other point-of-purchase advertisements, power words’advertisements show negative effects on consumer preference in case of low price jeans, having no connection with materialism level.

Keywords

References

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