Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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Effects of Benefits and Risk Perception on Purchase Intention for Fur Apparel: A Multiple Mediation Model of Consumer Emotions

모피의류의 편익과 위험 지각이 구매의도에 미치는 영향과 소비자 감정의 다중 매개효과

  • Lee, Jin-Myong (Department of Consumers' Life Information, Chungnam National University)
  • 이진명 (충남대학교 소비자생활정보학과)
  • Received : 2017.10.15
  • Accepted : 2017.11.28
  • Published : 2017.12.30
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Abstract

Fur apparel is a representative luxury item that displays wealth and social status; however, it is also recognized as an unethical product criticized for its animal maltreatment in the production process. Understanding consumer responses to an ambivalent object, such as fur apparel, is an important research topic both academically and practically. This study investigates the hierarchical effects of perceived benefits and risks of fur apparel on consumers' emotions and purchase intention by applying the ABC model of attitudes to identify the mediating effects of consumer emotions. An online survey was conducted on 390 female consumers that verified hypotheses through structural equation modeling and bootstrapping analysis using phantom variables. The initial results of the survey showed that the relationship between perceived conspicuous benefits and purchase intention towards fur apparel was partially mediated by positive emotion. Second, the relationship between perceived epistemic benefits and purchase intention was completely mediated by positive emotion. Third, the relationship between perceived ethical risk and purchase intention was completely mediated by positive and negative emotions. Fourth, perceived social risk did not affect the purchase intention of fur apparel significantly. The results support that cognitive beliefs about the subject have a significant positive effect on behavioral intentions through emotions as suggested in the ABC model of the attitude. This study provides an in-depth understanding of consumer responses to ambivalent objects by revealing the individual mediating effects of consumers' positive and negative emotions.

Keywords

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