Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Materialism and Attitude toward Purchasing Foreign Luxury Brands: The Moderating Effect of Consumer Ethnocentrism

물질주의와 해외 명품브랜드 구매 태도: 소비자 자국주의의 조절 효과

  • 박혜정 (한국산업기술대학교 교양학과) ;
  • 전경숙 (한성대학교 예술대학 의류패션산업전공)
  • Published : 2004.10.01
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Abstract

The purpose of this study was to identify the impact of materialism on the attitude toward purchasing foreign luxury brands and the moderating effect of consumer ethnocentrism on this impact. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 325 questionnaires were used in the statistical analysis. In analysing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Results showed that success factor of materialism gave rise to negative attitude toward purchasing foreign luxury brands while centrality factor of materialism spurred positive attitude. Consumer ethnocentrism also showed a significant effect as a moderator on the relationship between materialism and attitude: The relationship between materialism and attitude was stronger among subjects who had lower consumer ethnocentric tendencies than among subjects who had higher consumer ethnocentric tendencies.

Keywords

References

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