The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Effects of social identification on consumers' attitude and purchase intention for university logo products - Focusing on moderating effects of university prestige and online shopping frequency -

사회적 동일시에 따른 대학 로고제품태도 및 구매의도 - 대학위상과 온라인 쇼핑 빈도의 조절효과를 중심으로 -

  • Kim, Songmee (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Jeong, Jin (Dept. of Textiles, Merchandising, and Fashion Design, Seoul National University) ;
  • Lee, Yuri (Dept. of Textiles, Merchandising and Fashion Design/The Research Institute of Human Ecology, Seoul National University)
  • 김송미 (서울대학교 의류학과) ;
  • 정진 (서울대학교 의류학과) ;
  • 이유리 (서울대학교 의류학과/생활과학연구소)
  • Received : 2020.10.14
  • Accepted : 2020.12.21
  • Published : 2020.12.31
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Abstract

As the postsecondary school-age population continues to decline, universities are building identities to differentiate themselves and create a favorable impression among this cohort. We investigated the role of logo-bearing products as a way of promoting university identity, specifically, the effects of ingroup ties, ingroup affect, and centrality on attitude toward university logo products and purchase intention. This study further examined the moderating effects of perceived university prestige on the relationship between logo product attitude and in-store purchase intention, and the moderating effect of online shopping frequency on the relationship between logo product attitude and online purchase intention. We conducted a survey of undergraduate and graduate students at a university in Seoul. Survey responses (N=561) were collected and processed using SPSS 23.0. Multiple regression analysis showed that ingroup ties and affect had significant effects on product attitude. However, centrality had no significant effect on attitude toward the product. Product attitude had a direct significant effect on both in-store and online purchase intention. Perceived university prestige moderated the relationship between product attitude and in-store purchase intention. Moreover, online shopping frequency moderated the relationship between product attitude and online purchase intention. The results of this study are expected to provide fundamental knowledge for developing product strategy of logo products.

Keywords

References

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