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

  • 제35권4호
  • /
  • Pages.408-420
  • /
  • 2011
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  • 1225-1151(pISSN)
  • /
  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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패션명품 소비가치가 브랜드 관계유지의도에 미치는 영향 -명품 구매액과 구매브랜드 수에 따른 세분시장별 분석-

The Effect of Fashion Luxury Consumption Values on the Intention to Maintain Brand Relationships -Differences among Segmented Markets Based on Purchasing Patterns-

  • 김현숙 (배재대학교 의류패션학과) ;
  • 문희강 (배재대학교 가정교육학과) ;
  • 추호정 (서울대학교 의류학과/서울대학교 생활과학연구소) ;
  • 윤남희 (서울대학교 의류학과)
  • Kim, Hyun-Sook (Dept. of Clothing & Textiles, Pai Chai University) ;
  • Moon, Hee-Kang (Dept. of Horne Economics Education, Pai Chai University) ;
  • Choo, Ho-Jung (Dept. of Clothing & Textiles, Seoul National University/Research Institute of Human Ecology, Seoul National University) ;
  • Yoon, Nam-Hee (Dept. of Clothing & Textiles, Seoul National University)
  • 투고 : 2010.08.10
  • 심사 : 2011.02.18
  • 발행 : 2011.04.30
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초록

This study identifies the fashion luxury customer segments grouped by expenditures and the number of purchasing brands to verify the effects of perceived luxury consumption values on the intention to maintain a brand relationship for each group. A survey questionnaire was developed and implemented to collect data to measure fashion luxury expenditures, number of purchasing brands, luxury customer values, intention to maintain brand relationships, and demographic variables. A total of 326 responses were analyzed by factor analysis, multiple regression, one-way ANOVA, and $X^2$ analysis with SPSS18.0. Respondents were grouped by luxury expenditures; in addition, the number of purchasing brands were grouped into four segments of Switching/Heavy (31.6%), Switching/Light (19.9%), Loyal/Heavy (31.3%), and Loyal/Light (7.2%) Customer Group, that was different in terms of age and marital status. When the luxury customer value for the most patronized luxury brand was factor analyzed, five distinctive sub dimensions were identified, such as Social Value, Aesthetic/Expressive Value, Experiential Value, Quality Value, and Economic Value. For the Loyal/Heavy Group, the Experiential Value had a significant effect on the customer intention to maintain a brand relationship. For the Loyal/Light group, the Aesthetic /Expressive and Economic Value had a significant effect, and for the Switching/Heavy and Switching/Light Group, Quality and Economic Value had a significant effect on the customer intention to maintain a brand relationship. In conclusion, each luxury customer value in the behavioral segments works differently in influencing the intention to maintain a brand relationship. In addition, the implications for retail strategy were discussed based on the findings.

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