• 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.

• 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.

• 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.

• 디지털융복합연구
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• 제10권11호
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• pp.295-306
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• 2012

본 연구는 명품 브랜드관련 국내기업들의 차별적인 마케팅 활동방안 및 전략을 제시하는데 목적을 두고, 명품의 소비가치와 사전지식 및 지각된 위험 정도를 소비자의 특성변인으로 도입하여, 명품 브랜드가 가격을 인상할 때 소비자 특성별로 구매의도에 차이가 있는지를 규명하였다. 첫째, 소비가치에 따른 구매의도는 독특성 및 과시적 가치 추구집단과 품질 및 쾌락적 가치 추구집단에서는 긍정적 구매의도를 보이고 있는 반면에 사회적 가치 추구집단은 부정적 구매의도를 보이며 서로 차이가 있는 것으로 나타났다. 둘째. 지각된 위험에 따른 구매의도의 차이는 없는 상황에서 사전지식에 따른 구매의도는 사전지식이 높은 집단은 긍정적 구매의도를 보이고 있고 사전지식이 낮은 집단은 부정적 구매의도를 보이며 서로 차이가 있는 것으로 나타났다. 셋째, 소비자특성 변인들의 상호작용효과에 따른 분석결과, 독특성 및 과시적 가치를 추구하면서 사전지식이 높은 집단과 품질 및 쾌락적 가치를 추구하면서 지각된 위험이 높은 집단에서만 긍정적 구매의도를 보이고 있다. 이러한 결과는 명품브랜드의 소비가 과거와 달리 일반 소비자들로 확대되고 있는 시장상황에서 명품브랜드를 지향하는 국내기업들에게 제품 및 가격 전략을 타겟 특성에 따라 다르게 접근하는 것이 기존 명품브랜드들과의 차별화 및 시장확대를 위한 효과적인 방안이라는 사실을 시사하고 있다.

• 한국의류학회지
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• 제35권4호
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• pp.408-420
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• 2011

This study identifies the fashion luxury customer segments grouped by expenditures and the number of purchasing brands to verify the effects of perceived luxury consumption values on the intention to maintain a brand relationship for each group. A survey questionnaire was developed and implemented to collect data to measure fashion luxury expenditures, number of purchasing brands, luxury customer values, intention to maintain brand relationships, and demographic variables. A total of 326 responses were analyzed by factor analysis, multiple regression, one-way ANOVA, and $X^2$ analysis with SPSS18.0. Respondents were grouped by luxury expenditures; in addition, the number of purchasing brands were grouped into four segments of Switching/Heavy (31.6%), Switching/Light (19.9%), Loyal/Heavy (31.3%), and Loyal/Light (7.2%) Customer Group, that was different in terms of age and marital status. When the luxury customer value for the most patronized luxury brand was factor analyzed, five distinctive sub dimensions were identified, such as Social Value, Aesthetic/Expressive Value, Experiential Value, Quality Value, and Economic Value. For the Loyal/Heavy Group, the Experiential Value had a significant effect on the customer intention to maintain a brand relationship. For the Loyal/Light group, the Aesthetic /Expressive and Economic Value had a significant effect, and for the Switching/Heavy and Switching/Light Group, Quality and Economic Value had a significant effect on the customer intention to maintain a brand relationship. In conclusion, each luxury customer value in the behavioral segments works differently in influencing the intention to maintain a brand relationship. In addition, the implications for retail strategy were discussed based on the findings.

• 패션비즈니스
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• 제22권5호
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• pp.1-14
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• 2018

The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.

• 복식문화연구
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• 제18권1호
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• pp.133-149
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• 2010

The purpose of this study was to investigate the brand awareness, attributes and purchase behaviors for luxury products in the age of mcluxury. In-depth interviews were conducted to 18 consumers(10 singles, 8 married) in the age range of 20~49 and having purchased luxury products twice in last 1 year. The interviews were directed by a trained mediator according to the interview guidelines and recorded. Interviewees were asked to talk freely and protocols were made for data analysis. Similarities were found regarding the salient attributes, brand awareness of luxury products as known in general; however, the perceived importance of each attribute of luxury products seemed to be changed as mcLuxury has continued. Moreover, the consumers' attitudes toward the luxury products consumption tended to become favorable than before, and the motives to buy luxury products were more value-oriented and self fulfillment rather than display one's wealth. The buying behaviors of luxury products vary among different age groups. However, most of them tended to purchase luxury products at duty-free shops and premium outlets while traveling abroad, or bought them on sale at domestic department stores.