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지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
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This study investigates the motivations to purchase luxury brands by examining how individual characteristics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and purchase intentions through two social function attitudes (self-expression attitude and self-presentation attitude) based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers between the ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis for measurements and structural equation modeling analysis for hypotheses testing were implemented. The results show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that the need by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that the trait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity also positively influences both social function attitudes toward luxury brands. Self-expression and self-presentation attitudes toward luxury brands have positive influences on luxury brand purchase intentions through an affective attitude that facilitates a mediating role between two social function attitudes and the purchase intentions of consumers. This research contributes to a deeper understanding of the formation process of Korean consumers' purchase intentions for luxury brands and the literature on the role of related variables (need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and purchase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclusion discusses the practical implications and limitations.
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참고문헌 (48)
참고문헌 신청
Anderson, J. C. / 1988 / Structural equation modeling in practice: A review of recommended twostep approach / Psychological Bulletin 103(3):411~423
Bain & Company / 2012 / 2012 Luxury goods worldwide market study / Bain & Company
Bain & Company / Worldwide luxury goods continues double-digit annual growth; global market now tops €200 billion, finds Bain & Company
방정혜 / 2011 / 명품의 온라인 구매에 영향을 미치는 요인에 관한 실증연구-태도의 기능이론을 중심으로- / 유통경영학회지 14(1):5~28
Batra, R. / 2000 / Effects of brand local and nonlocal origin on consumer attitudes in developing countries / Journal of Consumer Psychology 9(2):83~85
Bain & Company / 2012 / 2012 Luxury goods worldwide market study / Bain & Company
Bain & Company / Worldwide luxury goods continues double-digit annual growth; global market now tops €200 billion, finds Bain & Company
방정혜 / 2011 / 명품의 온라인 구매에 영향을 미치는 요인에 관한 실증연구-태도의 기능이론을 중심으로- / 유통경영학회지 14(1):5~28
Batra, R. / 2000 / Effects of brand local and nonlocal origin on consumer attitudes in developing countries / Journal of Consumer Psychology 9(2):83~85
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