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The Effects of Fashion Luxury Consumption Values on the Perceived Acquisition Value and the Role of Reservation Price  

Yoon, Nam-Hee (Fashion Planning Team, Korea Color & Fashion Trend Center)
Youn, Sonn-Ie (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
The Research Journal of the Costume Culture / v.18, no.4, 2010 , pp. 774-788 More about this Journal
Abstract
This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.
Keywords
luxury consumption value; perceived acquisition value; reservation price;
Citations & Related Records
Times Cited By KSCI : 7  (Citation Analysis)
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