융합경영연구 (The Journal of Economics, Marketing and Management)

국제융합경영학회 (International Convergence Management Association)
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Influence of Older Consumers' Future Time Perspective on the Intention to Purchase Masstige Brand Fashion Products

  • Hyeyoon BAE (Division of Maritime Business and Economics, College of Maritime Humanities & Social Sciences, Korea Maritime and Ocean University)
  • 투고 : 2023.07.18
  • 심사 : 2023.08.05
  • 발행 : 2023.08.31
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초록

Purpose: This study explores the relationship between future time perspective and older consumers' masstige product consumption, specifically, their intention to purchase masstige brand products, with a focus on their motivational drives from an functional value and symbolic value perspective. Research design, data and methodology: Data were collected through an online questionnaire from 419 people aged 54 to 64 years in South Korea and the hypotheses were examined using structural equation modeling. Results: Our results indicated that middle-aged and older consumers who have expanded future time perspective have higher intention to purchase masstige brands and their functional value and symbolic value of masstige brands were found to mediate future time perspective and intention to purchase masstige brands. Conclusions: The findings offer insights into masstige brand consumption by older South Korean consumers that may be useful for both academics and marketers.

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과제정보

This work was supported by the Korea Maritime and Ocean University Research Fund in 2020. This work was supported by the National Research Foundation of Korea(NRF-2021R1I1A3048615). This work was supported under the framework of international cooperation program managed by the National Research Foundation of Korea(NRF-2022K2A9A2A20097445).

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