Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effect of Self-Construal, Prices of Apparel Brand, and Price Discount Sales Promotion Type on Consumer's Purchase Intention

소비자 자기관, 의류 브랜드의 가격과 가격할인 판매촉진유형이 여성복의 구매의도에 미치는 영향

  • Cho, Kyubin (Dept. of Fashion Design, Sungkyunkwan University) ;
  • Hwang, Sunjin (Dept. of Fashion Design, Sungkyunkwan University)
  • 조규빈 (성균관대학교 의상학과) ;
  • 황선진 (성균관대학교 의상학과)
  • Received : 2016.08.29
  • Accepted : 2016.11.18
  • Published : 2016.11.30
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Abstract

The study aims to explore the impacts of types of consumer's self-construal, prices of brands, and types of discount-based sales promotion on consumers' purchase intention. For this study, a three-way mixed factor method was applied based on a formula, types of consumer's self-construal x prices of brands x types of discount-based sales promotion. The subjects were 218 females in their 20s to 30s living in seoul or Gyeonggi-do areas. For data analysis, three-way variate analysis, analysis of simple interactions and analysis of simple main impacts were conducted through use of the SPSS program. First, based on the impacts of types of consumer's self-construal, prices of brands, and types of discount-based sales promotions in the favor of consumers, there was a significant difference between higher and lower-priced brands. Second, comprehensive discounts rather than monopolistic discounts corresponded to higher favoring by consumers of interdependent self-construal. As for monopolistic discount, lower-priced products corresponded to higher favor than higher-priced ones. Third, there was a significant difference between consumers of independent self-construal and interdependent self-construal. Fourth, comprehensive discount, rather than monopolistic discount, corresponded to higher purchase intention regardless of prices of brands in the group of consumers with interdependent self-construal.

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