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

The Korean Society of Clothing and Textiles (한국의류학회)
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Research on Factors that Affect the Price Acceptability of Fashion Products -Focus on Bag, Shoes, and Jacket-

패션상품의 가격수용성에 영향을 미치는 변인연구 -가방, 구두, 자켓을 중심으로-

  • Yoh, Eunah (Dept. of Fashion Marketing, Keimyung University)
  • 여은아 (계명대학교 패션마케팅학과)
  • Received : 2014.01.23
  • Accepted : 2014.04.24
  • Published : 2014.04.30
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Abstract

Price acceptability has become an important issue in the current fashion market. This study explored diverse factors that affect price acceptability (level of acceptable price and range of acceptable price). Stimuli photos of fashion products (i.e., bag, shoes, and jacket) were developed and used for online experiments with 3,000 female consumers. Important results included factors that affected the price acceptability of fashion products were price-quality relation, price concern, and product attribute perception. The results showed that female consumers depended more on price-quality relations, more positively perceived product attributes, and were less sensitive to price; in addition, they tended to have a higher level of acceptable price as well as a wider range of acceptable price for fashion products. These results were consistent across all experiments with different fashion items (i.e., bag, shoes, and jacket). Based on the results, factors that influence the price acceptability were revealed. Marketing practitioners need to more actively consider implying advertising strategies that emphasize the advancement of product attributes such as quality for highpriced products.

Keywords

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