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Impact of Social Exclusion Type and Presence of Others on On-going Purchase Intention When Purchasing Fashion Luxury Goods -Moderating Effect of Self-efficacy-

패션 명품 구매에 있어 사회적 배제 유형과 타인의 존재가 구매진행의도에 미치는 영향 -자기효능감의 조절효과-

  • Park, Hyun Hee (Dept. of Fashion Design, Kyungpook National University) ;
  • Jeon, Jung Ok (Div. of Business Administration, Pukyong National University)
  • Received : 2020.03.23
  • Accepted : 2020.06.28
  • Published : 2020.10.31

Abstract

This study investigates the influence of social exclusion type and presence of others on consumers' on-going purchase intention when purchasing fashion luxury goods. This study also identifies the moderating role of self-efficacy in which the interaction effect of social exclusion type and presence of others on on-going purchase intention. For the experiment, 2(social exclusion type: being ignored vs being rejected)×2(presence of others: presence vs absence)×2(self-efficacy: high vs low) factorial design was used. The findings of this study are summarized as follows. First, the result showed that there was no difference in on-going purchase intention according to social exclusion type. Second, the result showed that there was a significant interaction effect between social exclusion type and presence of others. Third, the three-way interaction effect of social exclusion type, presence of others, and self-efficacy was statistically significant. The results of this study provide useful information on which direction is needed to mitigate negative consumer behavior caused by social exclusion at the service interface.

Keywords

References

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