The Effecting Variables on Fashion Jewelry Consumers' Purchasing Behavior - Materialism, Brand Royalty & Reference Group -

패션 주얼리 소비자(消費者)들의 구매행동(購買行動)에 미치는 영향(影響) 요인(影響) - 물질주의(物質主義), 상표충성도(商標忠誠倒), 준거집단(準據集團)을 중심(中心)으로 -

The purpose of this study was to examine variables which influenced on fashion jewelry consumers' purchasing behavior. 565 respondents living in Seoul and its suburb were surveyed for this study. For data analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. As the result, the frequencies of purchasing toward the fashion jewelry products were associated with materialism, brand royalty, reference group influence. Also, results revealed that materialism and brand royalty accounted for 41% of the explained variance in the frequency of purchasing products on fashion jewelry. Based on these results, fashion jewelry marketing strategies would be suggested.