Browse > Article
http://dx.doi.org/10.5850/JKSCT.2010.34.8.1303

A Study on Korean and Japanese Consumers' Attitudes and Consumer Knowledge about Luxury Brands  

Park, Jin-A (Dept. of Clothing & Textiles, Yonsei University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.8, 2010 , pp. 1303-1318 More about this Journal
Abstract
This study is to understand the characteristics of Korean and Japanese consumers by analyzing the relation among consumer attitudes, concepts, and knowledge about luxury brands. In addition, the present study is to help to establish more effective marketing strategies for luxury companies by providing new data based on consumer knowledge. The author conducted a survey on a total of 816 male/female Korean and Japanese subjects ranging in age from 20 to 50s. The results of this study are as follows: First, Korean consumers have more positive attitudes toward luxury brands than Japanese consumers. Second, regarding the concepts about luxury brands, Korean consumers have concepts of luxury such as "involvement" "symbol of status" "scarcity" and "hedonism"and Japanese consumers have concepts such as "involvement" "ostentation" "high value"and "ornamentation" Third, Korean consumers are more confident in their knowledge and experiences about luxury brand consumption than Japanese consumers. The subjective knowledge has positive impacts on consumer attitudes toward luxury brands and becomes one of the reasons for the friendlier attitudes of Korean consumers toward luxury brands, compared to Japanese consumers. Fourth, the level of objective knowledge of Korean and Japanese consumers is high; but there is no statistically significant difference in the two countries.
Keywords
Luxury brand; Korean consumer; Japanese consumer; Consumer knowledge;
Citations & Related Records
Times Cited By KSCI : 5  (Citation Analysis)
연도 인용수 순위
1 Park, J. (2009). An analysis of consumer characteristics of Japan and Korea in reference to luxury brands. Unpublished doctoral dissertation, Keio University, Kanagawa.
2 Richins, M. (1994). Valuing things: The public and private meanings of possessions. Journal of Consumer Research, 21(December). 504-521.   DOI   ScienceOn
3 Vìgneron, F., & Johnson, L. (1999). A review and a conceptual framework of prestige-seeking consumer behavior. Academy of Marketing Science Review. Retrieved August 1, 2008, from http://www.amsreview.org/articles/vigneron01-1999.pdf
4 Park, C., & Lessig, V. (1981). Familiarity and its impact on consumer decision biases and heuristic. Journal of Consumer Research, 8, 223-237.   DOI   ScienceOn
5 Shah, D. (2000). A new definition of luxury. Textile View, 52, 6-7.
6 Hair, J., Anderson, R., Tatham, R., & Black, W. (1998). Multivariate data analysis. NJ: Prentice-Hall.
7 Pantzalis, I. (1995). Exclusivity strategies in pricing and brand extension. Unpublished doctoral dissertation, University of Arizona, Arizona.
8 Wiedmann, K., Hennigs, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology and Marketing, 26(7), 625-651.   DOI   ScienceOn
9 Wong, N., & Ahuvia, A. (1998). Personal taste and family face. Psychology and Marketing, 15(August), 423-441.   DOI
10 OLiver, R. (1997). Satisfaction: A behavioral perspective on the consume. Boston: Irwin Mcgraw-Hill.
11 Silverstein, M., & Fiske, N. (2003). Luxury for the masses. Harvard Business Review, 81(4), 49-57.
12 Ko, E., Kim, E., Taylor, C., Kim, K., & Kang, I. (2007). Cross-national market segmentation in the fashion industry. International Marketing Review, 24(5), 629-651.   DOI   ScienceOn
13 Mitchell, A., & Dacin, P. (1996). The assessment of alternative measures of consumer experise. Journal of Consumer Research, 23, 219-239.   DOI   ScienceOn
14 Nueno. J., & Quelch, J. (1998). The mass marketing of luxury. Business Horizon, November-December, 61-68.
15 Mason, R. (1992). Modelling the demand for status goods. Association for Consumer Research, Special Volume, 88-95.
16 Grossman, G, & Shapiro, C. (1988). Counterfeit-product trade. The American Economic Review, 78(3), 59-75.
17 Mandel, N., Petrova, P., & Cialdini, R. (2006). Images of success and the preference for luxury brands. Journal of Consumer Psychology, 16(1), 57-69.   DOI   ScienceOn
18 Dubois B., & Paternault, C. (1997). Does luxury have a home country? Marketing and Research Today, 25(May), 79-85.
19 Engel, J., Blackwell, R., & Miniard, P. (2001). Consumer behavior. MA: Houghton Mifflin Harcourt.
20 Flynn, L., & Goldsmith, R. (1999). A short, reliable measure of subjective knowledge. Journal of Business Research, 46, 57-66.   DOI   ScienceOn
21 Johnson, E., & Russo, J. (1984). Product familiarity and learning new information. Journal of Consumer Research, 11, 542-550.   DOI   ScienceOn
22 Gardner, M. (1984). Advertising effects on attributes recalled and criteria used for brand evaluations. Journal of Consumer Research, 10(December), 310-318.
23 Cole, G, Gaeth, G, & Sing, S. (1986). Measuring prior knowledge. Advances in Consumer Research, 13, 64-66.
24 Dubois, B., & Duquesne, P. (1993). The market for luxury goods: Income versus culture. European Journal of Marketing, 27(7), 35-44.
25 Jonathan, S., & Renand, F. (2003). The marketing of luxury goods. The Marketing Review, 3, 459-478.   DOI
26 Dubois, B., & Laurent, G (1994). Attitudes toward the concept of luxury. Asia-Pacific Advances in Consumer Research, 1(2), 273-278.
27 Beatty, S., & Smith, S. (1987). External search effort: An investigation across several product categories. Journal of Consumer Research, 14, 83-95.   DOI   ScienceOn
28 Brucks, M. (1985). The effect of product class knowledge on information search behavior. Journal of Consumer Research, 12, 1-16.   DOI   ScienceOn
29 이지연, 박재옥. (2003). 의류 상품에 대한 소비자 지식의 척도에 관한 연구. 한국의류학회지, 27(11), 1307-1317.   과학기술학회마을
30 차다 라다, 허즈번드 폴. (2007). 럭스플로전. 김지애 옮김 (2007). 서울:가야북스.
31 박혜선. (2007). 물질주의와 과시적 소비 성향이 패션 명품과 복제품 구매에 미치는 영향. 한국생활학회지, 16(1), 103-110.
32 Brucks, M. (1986). A typology of consumer knowledge content. Advances in Consumer Research, 13, 58-63.
33 이승희. (2006). 패션 명품 소비자-브랜드 관계가 복제품 태도에 미치는 영향. 한국의류학회지, 30(9/10), 1445-1454.   과학기술학회마을
34 Rossiter, J., & Percy, L. (1987). Advertising and promotion management. New York: McGraw-Hill.
35 Selnes, F., & Gronhaug, K (1986). Subjective and objectìve measures of product knowledge contrasted. Advances in Consumer Research, 13, 67-71.
36 Hoyer, W., & Deborah, J. (1997). Consumer behavior. New York: Houghton Mifflin Company.
37 Bearden, W., & Etzel, M. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(September), 183-194.   DOI   ScienceOn
38 Alba, J., & Hutchinson, J. (1987). Dimensions of consumer expertise. Journal of Consumer Research, 13, 411-454.   DOI   ScienceOn
39 이승희, 신초영. (2002). 여대생들의 패션 복제품 구매 행동에 관한 탐색적 연구. 한국의류학회지, 26(11), 1537-1546.
40 Hauck, W., & Stanforth, N. (2007). Cohort perception of luxury goods and services. Journal of Fashion Marketing and Management, 11(2), 1361-2026.
41 슈발리에 미셸, 마짤로보 제럴드. (2008). 럭셔리 브랜드 경영. 손주연 옮김 (2007). 서울: 미래의 창.
42 김은영. (1998). 소비자 의류 제품 지식과 의복 구매 시 평가 기준과의 관계. 한국의류학회지, 22(3), 353-364.
43 김성호. (1998). 호화상품의 개념에 대한 한일 소비자 태도의 비교. 소비자학연구, 9(4), 149-162.
44 Rao, A., & Monroe, K. (1988). The moderation effect of prior knowledge on cue utilization in product evaluations. Journal of Consumer Research, 15, 253-264.   DOI   ScienceOn
45 Hata, K. (2004). Louis Vuitton Japan: The building of luxury. New York: Assouline.
46 명품 브랜드 불황 몰라요. (2008, 5. 29). 한국일보. 자료검색일 2008, 6. 1, 자료출처 http://news.hankooki.com
47 박찬욱, 문병준. (2000). 관여도와 제품 지식의 상관관계에 관한 연구: 제품 유형과 제품 지식 측정방법의 조정적 역할을 중심으로. 소비자학연구, 11(1), 75-98.
48 김기원. (1993). 소비자 주관적 지식과 관련 변인 간의 구조적 관계에 관한 연구. 한국심리학회지: 소비자광고, 4(2), 41-72.
49 小塩眞司. (2005). 硏究事例で學ぶSPSSとAMOSによる心理. 調査データ分析. 東京 : 東京図書.
50 김선숙. (2005). 매스티지 명품에 관한 고찰. 한국의류학회지. 29(11), 1381-1388.   과학기술학회마을
51 고은주, 김은영, 박경애, 박은주, 성희원, 이미영, 이승희, 이윤정. (2009). 패션마케팅. 서울: 박영사