The Effect of Fashion Orientation and Consumer Needs for Uniqueness on Buying Intentions for Luxury Brands

패션성향과 소비자독특성욕구가 명품구매의도에 미치는 영향

  • 전경숙 (한성대학교 예술대학 의류패션산업과) ;
  • 박혜정 (한국산업기술대학교 교양학과)
  • Published : 2005.02.01

Abstract

The purpose of this study was to identify the buying intentions for luxury fashion brands. The data used in this study were gathered through surveying university students living in Seoul metropolitan area. The variables included in this study were demographics, which are gender, age, academic major, area of residence, expenditure for apparel, pocket money, and family income, and fashion orientation and consumer needs for uniqueness were included as personal value variables. All demographic variables except academic major and area of residence were significantly related to the buying intentions. Among the fashion orientation factors, fashion intered was significantly related to the buying intentions while fashion leadership and importance of being well-dressed were not. Consumer needs for uniqueness was indirectly related to the buying intentions for luxury brands through fashion interest. The creative choice counterconformity was positively related to fashion interest, whereas the unpopular choice counterconformity was negatively related to it.

Keywords

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