The Korean Journal of Community Living Science (한국지역사회생활과학회지)

The Korean Society of Community Living Science (한국지역사회생활과학회)
권호 표지
DOI QR코드

DOI QR Code

The Influence of Consumption Value and Attitude about Luxury Goods by Women on Consumption Behavior and Satisfaction

여성의 명품 구매행동과 만족도에 영향을 미치는 요인 -명품 소비가치와 명품 관련 태도를 중심으로-

  • Seong, Suhaeng (Dept. of Family Environment & Welfare, Research Institute for Human Ecology, Chonnam National University) ;
  • Hong, Eunsil (Dept. of Family Environment & Welfare, Research Institute for Human Ecology, Chonnam National University)
  • 성수행 (전남대학교 생활환경복지학과.생활과학연구소) ;
  • 홍은실 (전남대학교 생활환경복지학과.생활과학연구소)
  • Received : 2013.09.12
  • Accepted : 2013.12.03
  • Published : 2013.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

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.

Keywords

References

  1. Ahn KH, Lim BH, Jung ST(2008) The study of the effect of shopping value on customer satisfaction, and actual purchase behavior. Asia Marketing J 10(2), 99-123
  2. Assael H(1984) Consumer behavior and marketing action. 2nd ed. Boston: Kent Publishing Co.
  3. Bearden HB, William O, Jesse ET(1983) Selected determinants of consumer satisfaction and complaint reports. J Marketing Res 20, 21-28 https://doi.org/10.2307/3151408
  4. Chae JM, Rhee EY(2005) Attitude and purchase frequency toward foreign luxury goods related to age and social stratification variables. J Korean Soc Cloth Text 29(6), 885-895
  5. Chen C, Lee YS(2011) Subjective evaluation of luxury fashion brand knock-offs and its effects on purchase attitude and intention: A comparative study on Korean and Chinese college students. J North-East Asian Cult 27, 327-347
  6. Cho KH, Park BG(1999) An empirical study of the effects of the switching barrier and customer satisfaction on store loyalty. Korea Manag Rev 28(1), 127-149
  7. Choi SH(2001) A study on the attitude toward fashion luxury products. J Costume Cult 9(6), 842-854
  8. Choi SH(2003) The effects of the perceived product characteristics and conspicuous consumption on the fashion luxury involvement. J Korean Soc Cloth Text 27(2), 209-218
  9. Chun SY, Lee SJ(2005) A study on conformity and individuality of consumers purchasing BURBERRY fashion prestigious product. J Korean Soc Costume 55(3), 136-149
  10. Engel JF, Blackwell RD, Miniard PW(1982) Consumer behavior. 4th ed. New York: Dryden press
  11. Fornell C, Johnson MD, Anderson EW, Cha JS, Bryant BE(1996) The American customer satisfaction index: Nature, purpose, and findings. J Marketing 60, 7-18 https://doi.org/10.2307/1251898
  12. Grossman GM, Shapiro C(1988) Counterfeit-product trade. Am Econ Rev 78(3), 59-75
  13. Han SJ(2007) Study on consumer purchase behavior based on purchase experience of luxury goods. J Korean Home Manag Assoc 25(3), 137-149
  14. Heo PH(1991) A study for the correlation between consumer purchasing and attitude. Master's thesis, Young-Nam University
  15. Hwang SY(2003) A study on the factors affecting consumer's behavior of to purchase prestigious brand products. Master's thesis, Sook-Myung Women's University
  16. Jacoby J, Kaplan L(1972) The components of perceived risk. Proceedings from third annual conference, Assoc Consumer Res 382-393
  17. Jin BH, Go ER(1999) The effects of consumer's clothing price perceptions on hedonic shopping values. J Consumer Stud 10(3), 67-84
  18. Jo EA, Kim MS(2004) Adolescent' attitude toward and purchasing behavior for the imported luxuries and the famous brand clothing as determined by conspicuous consumption. J Korean Soc Cloth Text 28(1), 76-87
  19. Jung CH, Park KH(2007) The effect of web site characteristics on customer satisfaction and repurchase intention in the internet shopping mall: Focused agricultural products oriented internet shopping mall. J Inter Electronic Commerce Res 7(3), 287-316
  20. Jung JW, Joung SH, Cha KW(2003) Materialism, conspicuous consumption, and preference for imported luxury brands among college students. J Korean Home Manag Assoc 21(5), 181-192
  21. Kim JM(2002) The condition of luxury. Weekly Economy 677, 2002-05-29
  22. Kim JY(2009) A study on the types and the characteristics of luxury consumption in Korean society. Doctor's thesis, Yon-Sei University
  23. Kim RD(2007) The nation of luxury, luxury Korea. Seoul: Mirae Chang
  24. Kim SS(2006) The study about masstiege high-end product (Part 2): Focusing on shopping orientation. J Korean Soc Cloth Text 30(1), 12-19
  25. Kim HS, Moon HK, Cho HJ, Yoon NH(2011) The effect of fashion luxury consumption values on the intention to maintain brand relationships -Differences among segmented markets based on purchasing patterns. J Korean Soc Cloth Text 35(4), 408-420 https://doi.org/10.5850/JKSCT.2011.35.4.408
  26. Kim KS, Bae SW, Kong HS(2006) A study on the effects of purchase factors in counterfeit products on behavior intentions on original products: Focusing on the mediating role of satisfaction and regret with fashion counterfeit products. J Consumption Cult 9(2), 101-125 https://doi.org/10.1080/10253860600633416
  27. Kim SJ, Chung MS(2006) The effect of consumers' brand identification of fashion luxury product on brand affect and brand loyalty. J Korean Soc Cloth Text 30(7), 1126-1134
  28. Kim SB, Bae IH(2005) A study on the antecedents and consequence of luxury goods preference - Focus on luxury goods purchasing customer in department store. J Product Res 23(2), 29-51
  29. Kim SH, Oh SH(2002) The determinants of repurchase intentions in the service industry: Customer value, customer satisfaction, switching costs, and attractiveness of alternatives. Korean Market Rev 17(2), 25-55
  30. Kim SY, Choi SH(2000) A study of conspicuous clothing consumption behavior of Korean female X-generation consumer. J Korean Soc Costume 50(7), 141-153
  31. Kim MS, Kim TY(1996) The study of purchase behaviors of foreign-brand formal wear. J Korean Soc Cloth Text 20(3), 481-492
  32. Kim SA, Rhee YS(1995) Consumer's clothing brand loyalty and clothing buying behavior. J Korean Soc Cloth Text 19(4), 602-614
  33. Lee MN(2009) A study on the influence of marketing factors of the internet shopping mall on customer satisfaction and repurchase intention. Master's thesis, Pai-Chai University
  34. Lee SH(2006) The effects of consumer-brand relationship on purchasing attitudes toward counterfeits. J Korean Soc Cloth Text 30, 1445-1454
  35. Lee SM(2005) The study on college student consumers' premium brand on purchase intention : Focusing on purchase. Master's thesis, Chung-Ang University
  36. Lee MA, Rhee EY(2010) The effect of independent tendency of single women on consumption values and clothing benefits. J Korean Soc Costume 60(5), 139-156
  37. Lee SH, Lee L, Jeong SY(2003) The effects of variables on fashion luxury brand purchasing behavior. J Korean Soc Cloth Text 27(11), 1241-1251
  38. Lim KB(1991) A study on clothing purchasing behavior which is followed by life style - As object of college women's time consuming. Master's thesis, Ewha Women's University
  39. Oliver RL(1977) Effects of expectation and dis-confirmation on post-exposure product evaluations: An alternative interpretation. J Applied Psychol 62(4), 480-486 https://doi.org/10.1037/0021-9010.62.4.480
  40. Park HS(2007) The effect of materialism and conspicuous consumption on purchase of fashion luxury goods and counterfeits. Korean J Human Ecol 16(1), 103-110 https://doi.org/10.5934/KJHE.2007.16.1.103
  41. Park JY, Lee SH, Choi JY(2008) Influence of consumption value and beliefs on attitudes towards luxury brands. Fashion Text Res J 10(2), 191-197
  42. Park HH, Ku YS, Koo DM(2006) The influence of consumer's shopping value on fashion product attribute evaluation and repurchase intention - Focused on casual wear purchase of university students. J Marketing Stud 14(3), 82-106
  43. Park HJ, Jeon KS(2006) Foreign fashion luxury brands : Purchasing intentions toward originals and counterfeits. Fashion Text Res J 8(5), 530-536
  44. Park HR, Hahn DW(2006) The integrated model to explain the behaviors of purchasing luxury brands of Korean women. Korean J Consumer Advert Psychol 7(2), 195-226
  45. Park MJ, Lee YR(2005) Explanatory variables of customer's brand loyalty to fashion luxury goods. J Korean Soc Cloth Text 29(11), 1485-1497
  46. Park HJ, Jeon KS(2004) Personal value determinants of fashion orientation: Materialism and consumer conformity. J Korean Soc Cloth Text 28, 1243-1252
  47. Rha JY, Rhee KC, Yeo JS, Kim RD, Jun SM(2010) Counterfeit consumption in Korea: Who buys what, and why? J Consumer Stud 21(1), 273-298
  48. Richins ML(1983) Negative word-of-mouth by dissatisfied consumers: A pilot study. J Market 47(1), 68-78
  49. Sheth JN, Newman BI, Gross BL(1991) Why we buy what we buy: A theory of consumption values. J Business Res 22(2), 159-179 https://doi.org/10.1016/0148-2963(91)90050-8
  50. Soh MA(2000) A study on clothing behavior of women with and without an experience of imported clothes purchase. Master's thesis, Kei-Myung University
  51. Solomon MR(1996) The role of products as social stimuli: A symbolic interactionism perspective. J Consumer Res 10(9), 319-329
  52. Sung YS, Lee JR, Shin JR, Jung YK(2004) Consumer's response to the luxury and non-luxury brand logo : Perceptional, recognitional, emotional response by fMRI. Korean J Advert 15(4), 249-276
  53. Vigneron F, Johnson LW(1999) A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review. Available from http://www.amsreview.org/articles/vigneron01-1999.pdf. [cited 2011 June 16]
  54. Yahoo Dictionary. luxury goods. Available from http://kr.encycl.yahoo.com [cited 2011 September 10]
  55. Yoo HJ(2008) Consumption experiences and the meaning of "luxury" of women. J Korean Home Manag Assoc 26(3), 115-130
  56. Yoon SW, Han JH(2008) An exploratory study on market segmentation of luxury brand consumers based on customer value. J Consumer Stud 19(4), 135-159
  57. Zaltman G, Wallendorf M(1979) Consumer behavior: basic findings and management implication. New York: John Wiley and sons

Cited by

  1. 한국과 중국 20대 여성들의 의복소비가치가 럭셔리 패션 브랜드 선호도와 구매의도에 미치는 영향: 대도시 패션마켓을 중심으로 vol.12, pp.12, 2014, https://doi.org/10.15722/jds.12.12.201412.107
  2. A Study of Viewers' Responses to Luxury Haul Videos on YouTube vol.44, pp.4, 2013, https://doi.org/10.5850/jksct.2020.44.4.749