Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effects of Self-congruity and Functional Congruity of Luxury Fashion Brands on Purchase Intentions: Focusing on Self-construal Moderation

럭셔리 패션 브랜드의 자아 일치성 및 기능 일치성이 구매의도에 미치는 영향: 자기해석 조절 효과를 중심으로

  • Seo, Jiin (Graduate School of Design, Kookmin University) ;
  • Lee, Eun-Jung (Dept. Fashion Design, Kookmin University)
  • 서지인 (국민대학교 디자인대학원) ;
  • 이은정 (국민대학교 의상디자인학과)
  • Received : 2018.01.05
  • Accepted : 2018.02.27
  • Published : 2018.02.28
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Abstract

The global volume of luxury fashion industries has continuously grown with the influx of young consumers in 20s and 30s, yet little research explores luxury consumption patterns of the young consumers. Given the crucial importance of socio-psychological shopping values in luxury, the current study explores the effects of self-congruity and functional congruity on purchase intentions of luxury fashion brands, and the moderation of self-construal in the mechanisms. An online study was conducted through Google Forms with a total of 227 Korean respondents of actual luxury consumption experiences. The data was analyzed using SPSS 18.0 program. The results of the study reveal the following: (i) Among the three factors of self-congruity, ideal and social self-congruity factors have significant positive effects on purchase intentions; (ii) actual self-congruity has no statistical effect on purchase intnetions of luxury fashion brands; (iii) functional congruity has a significant positive effect on purchase intentions of luxury fashion brands; (iv) no moderation effect of self-construal was found in the relationships between the three factors of self-congruity and purchase intentions; (v) the moderation effect of independent self-construal is significant but negative in the relationship between functional congruity and purchase intentions; (vi) the effect of intdependent self-construal is not found to be significant in the relationship between functional congruity and purchase intentions. Managerial and theoretical implications are discussed.

Keywords

References

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