복식 (Journal of the Korean Society of Costume)

  • 제66권1호
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  • Pages.13-27
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  • 2016
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  • 1229-6880(pISSN)
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  • 2287-7827(eISSN)
한국복식학회 (The Korean Society of Costume)
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패션 명품 선택 시 로고 명확성에 따른 선호도 차이 - 자아해석과 암묵적 이론 유형의 조절 효과를 중심으로 -

Differences in Preference Depending on Signal Explicitness when Selecting Fashion Luxury Brand - The Moderating Effects of Self-Construal and Implicit Theory -

  • 투고 : 2015.02.16
  • 심사 : 2015.11.03
  • 발행 : 2016.01.31
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초록

There are differences in preference according to the brand signal explicitness when selecting fashion luxury brand, and the purpose of this study is to verify the moderating effects of self-construal and implicit theory in relation to those preferences. This study divided the experiment design into two $2{\times}2$ mixed design studies: Study 1 and Study 2. The study 1 was composed of the following factors: brand signal explicitness(subtle vs. explicit signal) and self-construal(independent vs. interdependent self-construal). Study 2 was composed of the following factors: brand signal explicitness( subtle vs. explicit signal) and Implicit theory(entity vs. incremental theorist). Convenience sampling was conducted to find the subjects of study 1 and study 2. Study 1 analyzed data from 172 women in Seoul, Gyeonggi-do and Busan who prefer luxury brand, and study 2 used data from 138 women. The results of this study are as follows. 1) Independent self-construal primed group was shown to prefer subtle signal product to explicit signal product, whereas interdependent self-construal priming group preferred explicit signal product to subtle signal product. 2) The entity theorist to prefer explicit signal product to subtle signal product. On the other hand, the incremental theorist did not show significant difference in the preference between subtle and explicit signal products. Therefore, the results of the present study shown the importance of understanding consumers through the difference depending on consumer inclination and psychology, recommending preferred luxury brand according to the inclination of the target customers, and establishing segmented marketing strategy to captivate consumers with these various characteristics.

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