• Journal of Korea Multimedia Society
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• v.24 no.1
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• pp.146-154
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• 2021

Conspicuous consumption is often investigated in Korea and consumers purchase a product to publicly display economic power or social status. The existing studies argue that brand loyalty and luxury brand preferences escalate conspicuous consumption, and it is important to identify different visual perception to understand irrational consumers' behavior. Car emblem as brands' visual identity represents the brand's image, mission and message. Irrational consumers thus are expected have different visual perception to the emblem or logo. To understand the impact of irrational consumer behavior on visual perception, this study explored how brand loyalty and luxury brand preferences impact on the visual perception of car emblems between Korean domestic brand and imported brand. This study used eye tracking technology to measure the respondents' attention on an emblem of the cars. Eye tracking tools analyze fixations and measure the attention on a specific area of interests (AOI). This study explored the maintaining time and frequency on AOI, as well as explored the size of pupil to identify the respondents' attention on the AOI. In this experiment, the logos of domestic cars (i.e., Hyundai and Kia) and foreign cars (i.e., Mercedes-Benz and BMW) were swapped to see how irrational consumer behavior impact on visual perception of car emblem.

• Journal of Fashion Business
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• v.14 no.3
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• pp.20-34
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• 2010

The purpose of this study is to clarify the relationship between consumption behavior and fashion orientation for luxury brands in Japanese and Korean consumers. For this study, the author carried out a questionnaire survey with objects of 816 Koreans and Japanese, and analyzed the relations among consumer attitude, purchase behavior, lifestyle and fashion orientation. First, in Korea, all fashion orientations gave positive effects on attitude toward luxury brands, and especially it has a significant relation with factors affecting luxury brand consumption, so when luxury enterprises establish a marketing strategy for Koreans, they need to refer to fashion orientation intensively. Second, as a result of analyzing the relation between fashion orientation and purchasing behavior, it was found that fashion interest is an important factor affecting luxury brand purchasing behaviors, in both Japan and Korea. Third, Japanese luxury brand enterprises need to focus on consumers who prefer standard goods. while Korean enterprises need to focus on consumers who prefer specific brands. Lastly, in case of Japanese consumers, the more they pursue self-esteem and reasonable consumption, the higher they prefer standard goods, while the more Korean consumers pursue conspicuous consumption, hedonic consumption and self-esteem, the higher Koreans prefer specific brands.

• Journal of Fashion Business
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• v.18 no.1
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• pp.50-65
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• 2014

This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.

• Fashion & Textile Research Journal
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• v.23 no.2
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• pp.186-199
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• 2021

SNS (social networking service) plays an important role in delivering information regarding fashion brands and providing a space for communication between fashion retailers and SNS users, as well as between users. This study primarily focuses on exploring the relationships among the motivation of SNS users and social comparison, clothing purchasing behaviors and the difference in the relationships according to individual characteristics. An online survey was conducted on Chinese female consumers in their 20's and 30's who had experience in fashion SNS. A total of 297 women completed online survey. The results of the study revealed that: (1) consumers who have stronger motivation of information seeking and interpersonal communication through fashion SNS reached more active upward comparison and peer comparison accordingly; (2) upward comparison had a significant effect on conspicuous consumption and bandwagon, while peer comparison had no significant effect; and (3) the self-esteem of fashion SNS users significantly moderated the effect of social comparison on conspicuous consumption and conformity consumption. This study contributed to expanding the knowledge on the relationships among the motivations of SNS users and social comparison, and shed light on Chinese SNS users' characteristics and purchasing behaviors in the fashion SNS context. This study also provides vital implications to fashion brands and retailers.

• Fashion & Textile Research Journal
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• v.18 no.6
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• pp.833-843
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• 2016

Due to the rapid expansion of fashion, consumers easily purchase fashion products, the period of wearing apparel is shortened, and the occurrence of clothes piling up in the closet is increasing. In order to induce and suggest rational consumption and disposal actions, research focused on the factors influencing difficulty discarding and disposal behavior toward a fashion product is needed. Thus, this study considered fashion-shopping orientation as a variable affecting difficulty discarding and disposal behavior toward fashion products. A total of 325 questionnaires were collected, and 11 were discarded due to partial responses or missing data. Finally, a total of 314 survey questionnaires were analyzed. Frequency, exploratory factor, reliability, and multiple regression analyses were employed for data analysis using SPSS 23.0. The study results were as follows. First, hedonic and economic shopping orientation positively affected difficulty discarding a fashion product, whereas rational shopping orientation negatively affected difficulty discarding a fashion product. Second, hedonic, economic, and conspicuous shopping orientation positively affected reuse behavior among disposal behavior toward a fashion product. Third, trend-seeking and convenient shopping orientation positively influenced handover behavior. Fourth, economic and conspicuous shopping orientation positively affected separation discard behavior. The results of this study provide various guidelines for manufacturers and retailers of fashion products.

• The Research Journal of the Costume Culture
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• v.26 no.3
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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.

• Asian Journal of Business Environment
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• v.8 no.2
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• pp.23-32
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• 2018

Purpose - This study investigated the relationship among cultural disposition (Chemyeon, Noonchi, Woozzul), media use, and attitude toward luxury goods consumption. Research design, data, and methodology - We analyzed online survey data for 300 Korean Women between 20 and 39 years of age who lived in Seoul, capital of South Korea. We used multiple regression analysis to examine the relative influence of cultural orientation on cognition of luxury goods, Sobel test. to determine mediating effect, and a two-way analysis of variance in IBM SPSS 23.0. Results - The finding suggests that cultural disposition (Chemyeon, Noonchi, conspicuous Woozzul) correlated significantly with perceived self-identity, attitude toward luxury goods. The effects of Chemyeon, Noonchi, and selfish Woozzul on the attitude toward luxury goods was fully mediated by perceived self-identity. However, association between conspicuous Woozzul and attitude toward luxury goods was partially mediated by perceived self-identity. Regarding media effects, the results indicate that there were interaction effects between selfish Woozzul and amount of time spent on TV on attitude toward luxury goods, as well as between selfish Woozzul and amount of time spent on Internet. Conclusions - These findings suggest that luxury goods consumption of Korean young women is consumer behavior that reflects individual cultural disposition and media use.

• The Research Journal of the Costume Culture
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• v.8 no.3
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• pp.477-485
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• 2000

The purpose of this study is to identify the influential factors of clothing conspicous consumption, and the relationship between these consumer characteristics and clothing purchasing behaviors. The influential factors of clothing conspicous consumption are defined materialism, sensation seeking tendency and demographic characteristics. And clothing purchasing behavior can be defined such as fashion leadership, impulsive purchasing behaviors, bargain sale purchasing, and the price and total pieces of clothing. The data were collected from 320 female students of university using questionnaire, and were analysed with frequency, %, multiple regression, ANOVA and Duncan test. Reresults can be summerized as follows. First, clothing conspicous consumption was not influenced to sensation seeking tendency but materialism. Second, the sensation seeking tendency, materialism and clothing conspicous consumption was proven to be partially related to the clothing purchasing behaviors. Third, the demographic characteristics have influenced on the sensation seeking tendency, materialism, clothing conspicous consumption and clothing purchasing behaviors.

• Journal of Distribution Science
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• v.11 no.10
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• pp.5-15
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• 2013

Purpose - With the increase in fervor to purchase luxury brands, new social problems have arisen, such as excessive preoccupation with luxury brands and high preference for forged luxury goods. Therefore, the issues related to luxury brands, termed "Luxury Syndrome," have emerged as an area of great interest for researchers and practitioners. However, previous studies neglect to categorize this preference for luxury brands. Therefore, this study aims to identify the different purchasing behaviors of consumers using the types of luxury brands preferences as parameters. Research design, data, and methodology - This study arranges a causal relationship model assuming that purchase behaviors positively (+) affect typified preference for luxury brands and purchase intentions. We administered a questionnaire survey to the purchasers who bought luxury brands from department stores to secure additional data necessary to verify the hypotheses in this study. We then processed the data using SPSS 19.0. We further analyzed the basic data using frequency and descriptive statistical analysis, and verified the measurement tools through feasibility and reliability analyses. Moreover, this study uses multiple regression analysis to verify the hypotheses. Further, this study tests the path effect between luxury brand purchase attitude and purchase behavior, with non-intrinsic preference and intrinsic preference as the mediating variables. Results - Based on the results, the impact of tendencies of conspicuous consumption and self-monitoring on non-intrinsic preference was significantly positive (+), while the impact of tendencies of pursuit of a reference group, conspicuous consumption, and self-monitoring on intrinsic preference and purchase intentions was significantly positive (+). Further, non-intrinsic and intrinsic preferences positively (+) influence purchase intentions and the impact of non-intrinsic preference took an absolute portion. However, the tendency of dependence on brands negatively (-) impacts purchase intentions. The results showed that self-monitoring and conspicuous consumption tendencies have greater effect on purchase intention, which is mediated by non-intrinsic preference. In contrast, reference group following tendency has a greater effect on purchase intention, which is mediated by intrinsic preference. Conclusions - Based on the results, the study verifies that the consumption of luxury brands in Korea has not yet entered the settling period. The tendency for conspicuous consumption and the tendency for pursuit of the reference group were relatively important aspects for the consumers who prefer luxury brands non-intrinsically and intrinsically, respectively. Especially, it was found that the purchase intentions for forged brands originate from the tendency to depend on brands. Based on these findings, this study suggests the measures to develop and mature the luxury brands market, and reinforce marketing performance at the three levels, that is, government, distributors, and manufacturers. The luxury brands manufacturers should devote themselves to the production and design of products to catch the attention of mature consumers of luxury brands. The luxury brands distributors should then raise the level of Customer Relationship Management (CRM) for opinion leaders. Finally, the Government should prepare effective policies for the development of luxury brands and provide a variety of economic support.

• Journal of Fashion Business
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• v.8 no.2
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• pp.15-25
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• 2004

The purposes of this study were to review the management systems of internet web sites dealing with 'second hand luxury goods', examine purchasing motives and the level of satisfaction, and identify the differences of consumers' characteristics between purchasers and non-purchasers. 8 representative internet web sites were investigated. And 80 purchasers and 94 non-purchasers were surveyed using questionnaires. The data were analyzed using t-test and frequency analysis. The results were as followings: 1) Most purchasers of second hand luxury goods were women aged 20's. They used internet web sites to purchase real luxury goods more cheaply and were satisfied with their purchase behavior; 2) Both purchasers and non-purchasers of second hand luxury goods got high scores for the self-esteem and the propensity of materialism and conspicuous consumption which were above average. But both of them were less influenced by reference group; and 3) The propensity of materialism and the preference to name brands of purchasers were higher than those of non-purchasers.