• 한국의류산업학회지
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• 제13권1호
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• pp.25-31
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• 2011

The purpose of this study was to investigate the influence of luxury brand value on luxury brand preferences according to chemyon(social-face). For data collection, research questionnaires were responded by 222 females over 20 years old consumers living in Pusan and Ulsan. The collected data were analyzed using SPSS 14.0 for windows Package by frequency analysis, the factor analysis using Varimax, reliability analysis, multi-regression analysis, and chow-test. The results of this study were as follows: First, concerning the worth of luxury brands that qualify value, conspicuous value, unique value, and emotional value significantly affected the consumers' luxury brand preferences. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers luxury brand preferences. Second, the study was to investigate whether the luxury brand value has an effect on the brand preferences according the consumer's chemyon or not. The results showed different effects of perceived values on luxury brand preferences between the low chemyon group and the high chemyon group. The high chemyon group had an effect on conspicuous value, social value, and emotional value, while the low chemyon group had an effect on quality value for luxury brand preference.

• 한국의류학회지
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• 제27권2호
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• pp.209-218
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• 2003

The Purpose of this study is to investigate the effects of the perceived luxury characteristic and consumer's conspicuous consumption on the fashion luxury involvement. The subjects were Korean 443 women from 20's to 50's living in Seoul. The reliability analysis, confirmatory factor analysis and structural equation analysis by AMOS 4.0 were used for statistics analysis. The results are as follows; 1) The perceived aesthetic taste and luxurious aspect of fashion luxury directly influence on fashion luxury involvement through hedonic consumption value. 2) The perceived luxurious aspect and traditional value of fashion luxury directly influence on negative luxury consumption value, but negative consumption value does not influence on fashion luxury involvement. 3) The well-known brand orientation, face-saving consumption, and value orientation directly influence on fashion luxury involvement.

• 경영과정보연구
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• 제30권4호
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• pp.73-92
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• 2011

명품브랜드의 대중화는 소비자가 명품브랜드를 이용하는 방식과 소비하는 목적과 동기가 다양해진다는 것을 의미한다. 명품브랜드 시장을 보다 잘 이해하기 위해서는 차별화된 다양한 접근법이 필요하다. 본 연구는 명품 브랜드의 가치와 브랜드 선호도간 관계에서 조절초점 조절효과를 검토하는데 목적이 있다. 명품 브랜드에 대한 지각된 가치는 소비자의 조절초점성향에 따라 브랜드 태도에 미치는 영향에 차이가 있는지를 분석하였다. 분석결과, 품질가치와 경제적 가치는 향상초점 소비자집단보다 예방초점 소비자 집단에서 더 높게 나타난 반면에 심리적 가치는 예방초점 소비자 집단보다 향상초점 소비자집단에서 높게 나타났다. 또한, 향상초점 소비자일수록 과시적 가치와 감정적 가치가 명품브랜드 태도에 더 큰 영향을 미치는 반면, 예방초점 소비자일수록 품질가치와 경제적 가치를 더 중시하는 것으로 나타났다.

• Asia Marketing Journal
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• 제19권4호
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• pp.15-36
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• 2018

Vietnamese luxury market is rapidly growing, however, there is a few researches on Vietnamese consumers' perceptions of luxury products and influential factors in purchasing intention. The purpose of this study is to explore Vietnamese consumers' value dimensions and mediating effect of social media information for their decision making for luxury product. Data were collected using self-administered mail survey. This study examines the influences of consumers' perceptions of quality and value, and social media word-of-mouth on Vietnamese consumers' luxury purchase intention.

• 유통과학연구
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• 제12권12호
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• pp.107-118
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• 2014

Purpose - Due to the recent slowdown of growth in global luxury brands, which have been an engine of our domestic fashion market growth, there is an increasing need to develop a global market for domestic high-priced fashion brands. In spite of the large scale of trade between Korea and China with respect to fashion products, current trade concentrates on middle- and low-priced products rather than high-priced products. Diversification of the trade between Korea and China in terms of the price levels of trade products is needed. An understanding of Chinese consumption values and purchase intentions for luxury fashion brands will be very helpful for the establishment of strategies with the aim of increasing the level of trade with regard to high-priced fashion products. Therefore, the study aimed to identify the differences in the clothing consumption values of South Korean and Chinese women in their 20s, especially with reference to how those values affect their preference and purchase intention for luxury fashion brands. Research design, data, methodology - The study was implemented through a descriptive survey method using a self-administered questionnaire. The sample consisted of 283 Korean and 306 Chinese women in their 20s, residing in Seoul, Beijing, Guangzhou, and Shanghai. Data were collected from March 3 to 15, 2014. A total of 589 completed responses were analyzed. Data were analyzed by factor analysis, t-test, and multiple regression analysis. Results - Fivefactors for clothing consumption values were formulated: conspicuous/social value, fashionability value, personality expression value, hedonic value, and practical value. There were significant differences between Korean and Chinese consumers in clothing consumption values (except social value), preference, and purchase intention for luxury fashion brands. With regard to clothing consumption values, Chinese women attached more importance to fashionability value, personality expression value, hedonic value, and practical value than South Korean women. In addition, Chinese women's preference and purchase intention for luxury fashion brands were higher than South Korean women's. Second, in the case of South Korean women, social value, practical value, and fashionability value had positive effects on preferences for luxury fashion brands, while attractive/personality expression value and hedonic value had no influence. In contrast, in the case of Chinese women, social value and fashionability value had positive effects on preference for the luxury fashion brands. Third, in the case of South Korean women, social value and practical value had positive effects on purchase intentions for luxury fashion brands. In contrast, in the case of Chinese women, social value, personality expression value, and fashionability value had positive effects on purchase intention for luxury fashion brands. Conclusions - Considering the findings of the study, it is clear that differentiated marketing strategies are needed for luxury fashion brand markets in Korea and China. The results of the study could provide useful information that will help increase the effectiveness of luxury fashion brand marketing strategies in Korea and China.

• 한국지역사회생활과학회지
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• 제24권4호
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• pp.517-536
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• 2013

The purpose of this research was to examine the trend of women consumption value and attitude on luxury goods and to analyse the relations between the behavior of purchasing luxury goods and satisfaction of consumers who buy luxury items. A total of 548 questionnaires were obtained in July and August 2011 from female respondents in their 20s to 40s who have bought at least one luxury item in the last 3 years. Collected data was analysed with factor analysis, t-test, ANOVA, Duncan's test, and multiple regression in SPSS. The research results are summarized as follows: First, household income and personal expenditure were main factors in determining substantial differences in attitudes towards luxury goods and counterfeits. Second, the difference in frequency of buying luxury items was decided by household income, and expenditure and purchase cost, which varied based on age, education, occupation, household income, and expenditure. Third, both the younger consumers with more household income and expenditure and consumers with positive attitude towards luxury items but negative attitude towards the counterfeits purchased the luxury goods more frequently than those who are older with less incomes and expenditures. Fourth, consumers with more incomes and expenditures along with negative attitude towards the counterfeits spent more money on the luxury items. Consumers with less personal ostentation but with great pleasure consumption value for luxury goods spent more money on luxury goods. Fifth, the satisfactions of purchasing luxury goods were influenced by following variables such as positive attitudes toward luxury goods, ostentation, enjoyment and quality in consumption value.

• 복식
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• 제64권4호
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• pp.91-105
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• 2014

As luxury goods market has expanded and has become more affordable, luxury consumption value has become more diversified. The purpose of this study is to classify visible characteristics of luxury consumption by the degree of logo clarity, and to explain this classification in relation to personal luxury consumption values. Also, the study utilized the concept of cultural capital, in addition to the concept of economic capital, in order to aid understanding of current new luxury consumption trend and give directions on brand signal strategies for luxury brands. In order to develop a survey that could measure an individual's cultural capital, focus group interviews, each composed of 5 women in their twenties and thirties, were conducted. Then, the survey was conducted on 230 females residing in Seoul who have purchased at least one product from a luxury brand within a year. The results suggest that luxury consumption can be explained by 'self-oriented value' and 'others-oriented value' as suggested in precedent studies. However, no significant difference was found between economic capital and these two luxury consumption values. However, the more cultural capital one possesses, the more one is likely to pursue 'self-oriented consumption value'. In studying the correlation between luxury consumption values and preference for brand signal clarity, respondents with 'self-oriented consumption value' has shown low preference towards highly visible brand logo when design and quality were equivalent. Also, respondents with 'other-oriented consumption value' has shown high preference towards highly visible brand logo.

• 복식문화연구
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• 제26권3호
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• pp.427-449
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• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

• 복식문화연구
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• 제18권4호
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• pp.774-788
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• 2010

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

• 한국의류학회지
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• 제40권1호
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• pp.81-96
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• 2016

The meaning of luxury varies by individuals. The differing luxury perceptions should influence the way individuals react to relevant marketing programs for luxury. Limited research exists on the topic despite interest in luxury segmentation and consumer-oriented values for luxury in marketplaces. Referring to the conceptual framework by Wiedmann et al. (2007), we explored the moderation role of four dimensions of luxury value perceptions (LVP; financial, functional, individual, and social dimensions), in the relationship between in-store emotion and perceived brand luxury. A total of 218 U.S. consumers participated in our online survey using a hypothetical luxury store image. The results revealed the following: First, on the relationship between felt pleasure and perceived brand luxury (PBL), the financial dimension of LVP only showed a significant moderation effect. Second, the effect of felt arousal on PBL was moderated by the financial and social dimensions of LVP. Lastly, the individual dimension of LVP only moderated the relationship between felt dominance and PBL. Theoretical and managerial implications are suggested.