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

The Korean Society of Clothing and Textiles (한국의류학회)
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Individual Characteristics and Social Function Attitudes on Luxury Brand Purchase Intentions

개인적 특성과 사회적 기능 태도가 명품 구매의도에 미치는 영향

  • Lee, Hyejoo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University) ;
  • Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
  • 이혜주 (서울대학교 의류학과) ;
  • 추호정 (서울대학교 생활과학연구소)
  • Received : 2013.07.15
  • Accepted : 2013.09.05
  • Published : 2013.10.31
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Abstract

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.

Keywords

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