Human Ecology Research

The Korean Home Economics Association (대한가정학회)
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The Effects of Consumer Innovation, Price Sensitivity, Conformity, and Consumer Values on Consumer Attitudes and Intentions to Participate in the Crowdfunding of Fashion Products

소비자 혁신성, 가격민감도, 동조 성향, 소비자 가치가 패션제품의 크라우드펀딩에 대한 소비자 태도 및 펀딩참여의도에 미치는 영향

  • Jae Hee Kim (Department of Human Ecology, Korea University) ;
  • Nalae Kim (Department of Human Ecology/Interdisciplinary Program in Sustainable Living System, Korea University) ;
  • Yoon-Jung Lee (Department of Home Economics Education, Korea University)
  • 김재희 (고려대학교 생활과학과) ;
  • 김나래 (고려대학교 생활과학과/지속가능생활시스템융합전공) ;
  • 이윤정 (고려대학교 가정교육과)
  • Received : 2023.03.13
  • Accepted : 2023.07.04
  • Published : 2023.08.30
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Abstract

This study examined consumer attitudes and intentions to participate in reward-based crowdfunding projects for fashion products. We focused on consumer innovation, price sensitivity, conformity, and consumer values as factors that might influence such attitudes and intentions. A survey was conducted with 228 individuals aged 18 years and older who are aware of or have had experience using crowdfunding. Respondents were asked to answer questions based on the example of actual fashion crowdfunding projects. To analyze the data, reliability tests, the generation of descriptive statistics, factor analysis, and multiple regression were performed using SPSS 25.0. The results revealed that consumer innovativeness, non-conforming tendency, and emotional, quality, social, and ethnical consumer values had a significant influence on attitudes, which in turn affected intentions to participate in crowdfunding. Consumer innovativeness, price sensitivity, emotional value, and social value also had a direct influence on intentions to participate. In addition to its academic contribution, this study has important marketing implications for project initiators striving to identify and understand consumers who are willing to participate in reward-based crowdfunding for fashion products.

Keywords

References

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