Journal of Korean Society of Industrial and Systems Engineering (산업경영시스템학회지)

Society of Korea Industrial and System Engineering (한국산업경영시스템학회)
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The Effect of Consumption Values in Luxury Brands on Cult Intention : Focusing on the Mediating Effects of Positive Affect and Compatibility

럭셔리 브랜드 소비가치가 컬트 의도에 미치는 영향 : 긍정적 정서와 적합성의 매개효과를 중심으로

  • Received : 2020.05.28
  • Accepted : 2020.06.22
  • Published : 2020.06.30
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Abstract

What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

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References

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