Browse > Article
http://dx.doi.org/10.5850/JKSCT.2013.37.7.922

Individual Characteristics and Social Function Attitudes on Luxury Brand Purchase Intentions  

Lee, Hyejoo (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Choo, Ho Jung (Research Institute of Human Ecology, Seoul National University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.37, no.7, 2013 , pp. 922-934 More about this Journal
Abstract
This study investigates the motivations to purchase luxury brands by examining how individual characteristics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and purchase intentions through two social function attitudes (self-expression attitude and self-presentation attitude) based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers between the ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis for measurements and structural equation modeling analysis for hypotheses testing were implemented. The results show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that the need by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that the trait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity also positively influences both social function attitudes toward luxury brands. Self-expression and self-presentation attitudes toward luxury brands have positive influences on luxury brand purchase intentions through an affective attitude that facilitates a mediating role between two social function attitudes and the purchase intentions of consumers. This research contributes to a deeper understanding of the formation process of Korean consumers' purchase intentions for luxury brands and the literature on the role of related variables (need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and purchase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclusion discusses the practical implications and limitations.
Keywords
Self-expression; Self-presentation; Need for uniqueness; Self-monitoring; Vanity;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Anderson, J. C., & Gerbing, D. W. (1988). Structural equation modeling in practice: A review of recommended twostep approach. Psychological Bulletin, 103(3), 411-423.   DOI
2 Bain & Company. (2012). 2012 Luxury goods worldwide market study (11th ed.). Milan: Author.
3 Bain & Company. (2013, May 16). Worldwide luxury goods continues double-digit annual growth; global market now tops ${\euro}$200 billion, finds Bain & Company. Bain & Company. Retrieved July 2, 2013, from http://www.bain.com/about/press/press-releases/worldwide-luxury-goods-continues-double-digit-annual-growth.aspx
4 Bang, J. H., Kang, S. R., & Kim, M. S. (2011). A study on the factors which affect consumers' purchasing luxury products online: Based on attitude function. Korea Research Academy of Distribution and Management Review, 14(1), 5-28.
5 Batra, R., Ramaswamy, V., Alden, D. L., Steenkamp, J. B. E. M., & Ramachander, S. (2000). Effects of brand local and nonlocal origin on consumer attitudes in developing countries. Journal of Consumer Psychology, 9(2), 83-85.   DOI   ScienceOn
6 Bearden, W. O., & Etzel, M. J. (1982). Reference group influence on product and brand purchase decisions. Journal of Consumer Research, 9(2), 183-194.   DOI   ScienceOn
7 Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 13, 265-280.
8 Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168.   DOI   ScienceOn
9 Berthon, P., Pitt, L., Parent, M., & Berthon, J. P. (2009). Aesthetics and ephemerality: Observing and preserving the luxury brand. California Management Review, 52(1), 45-66.   DOI
10 Bian, Q., & Forsythe, S. (2012). Purchase intention for luxury brands: A cross cultural comparison. Journal of Business Research, 65(10), 1443-1451.   DOI   ScienceOn
11 Cho, Y. J., Lee, Y. R., & Kim, H. Y. (2009). The effects of country image, attitudes toward a country, and purchase emotion on purchase intention of fashion products with a Korean image: Focusing on Korean female consumers. Journal of the Korean Society of Costume, 59(10), 111-123.   과학기술학회마을
12 Choo, H. J., Moon, H. K., Kim, H. S., & Yoon, N. H. (2012). Luxury customer value. Journal of Fashion Marketing and Management, 16(1), 81-101.   DOI   ScienceOn
13 Dodds, W. B., Monroe, K. B., & Grewal, D. (1991). Effects of price, brand, and store information on buyers' product evaluations. Journal of Marketing Research, 28(3), 307-319.   DOI   ScienceOn
14 Fishbein, M., & Ajzen, I. (1975). Belief, attitude, intention and behavior: An introduction to theory and research. Reading, MA: Addison-Wesley.
15 Gim, W. S., & Ryu, Y. J. (2003). Korean version of consumers' need for uniqueness scale (K-CNFU): Development and validation. Korean Journal of Consumer and Advertising Psychology, 4(1), 79-101.
16 Grewal, R., Mehta, R., & Kardes, F. R. (2000). The role of the social-identity function of attitudes in consumer innovativeness and opinion leadership. Journal of Economic Psychology, 21(1), 233-252.   DOI   ScienceOn
17 Hair, J. F., Black, W. C., Babin, B. J., & Anderson, R. E. (2010). Multivariate data analysis (7th ed.). Upper saddle river, NJ: Prentice hall.
18 Hirschman, E. C. (1990). Secular immortality and the American idealogy of affluence. Journal of Consumer Research, 17, 31-42.   DOI   ScienceOn
19 Interbrand. (2012). Best Global Brands. Interbrand. Retrieved November 20, 2012, from http://www.interbrand.com/en/best-global-brands/2012/BGB-Interactive-Charts.aspx
20 Jung, J. H., & Shen, D. (2011). Brand equity of luxury fashion brands among Chinese and U.S. young female consumers. Journal of East-West Business, 17(1), 48-69.   DOI   ScienceOn
21 Katz, D. (1960). The functional approach to the study of attitudes. Public Opinion Quarterly, 24(2), 163-204.   DOI   ScienceOn
22 Keller, K. L. (2001). Building customer-based brand equity: Creating brand resonance requires carefully sequenced brandbuilding efforts. Marketing Management, 10(2), 14-19.
23 Kim, H. J. (2009). The structural model of consumers' need for uniqueness, vanity, the internet shopping value, and buying intentions: Focusing on surrogate e-Commerce retailers. Unpublished master's thesis, Ewha Womans University, Seoul.
24 Kim, H. J., & Kim, H. S. (2013, May 25). Luxury landed 30 years. dongA.com. Retrieved August 17, 2013, from http://news.donga.com/3/all/20130525/55397682/1
25 Kumar, A., Lee, H. J., & Kim, Y. K. (2009). Indian consumers' purchase intention toward a United States versus local brand. Journal of Business Research, 62(5), 521-527.   DOI   ScienceOn
26 Lee, S. H. (2012). Influence of fashion lifestyle factor of 30s and 40s male on their appearance management behavior: Focused on moderation effect of self-monitoring. Unpublished master's thesis, Sungkyunkwan University, Seoul.
27 Markus, H. R., & Kitayama, S. (1991). Culture and the self: Implication for cognition, emotion, and motivation. Psychological Review, 98(2), 224-253.   DOI
28 Netemeyer, R. G., Burton, S., & Lichtenstein, D. R. (1995). Trait aspects of vanity: Measurement and relevance to consumer behavior. Journal of Consumer Research, 21(4), 612-626.   DOI   ScienceOn
29 Nueno, J. L., & Quelch, J. A. (1998). The mass marketing of luxury. Business Horizons, 41(6), 61-68.
30 Oh, S. S. (2011). Mentoring functions and intention to leave: Investigating the moderating effect of self-monitoring. Unpublished master's thesis, The Catholic University of Korea, Seoul.
31 Park, C. W., & Young, S. M. (1986). Consumer response to television commercials: The impact of involvement and background music on brand attitude formation. Journal of Marketing Research, 23(1), 11-24.   DOI   ScienceOn
32 Park, H. J., Rabolt, N. J., & Jeon, K. S. (2008). Purchasing global luxury brands among young Korean consumers. Journal of Fashion Marketing and Management, 12(2), 244-259.   DOI   ScienceOn
33 Petty, R. E., Wegener, D. T., & Fabrigar, L. R. (1997). Attitudes and attitude change. Annual Review of Psychology, 48, 609-647.   DOI   ScienceOn
34 Shavitt, S. (1989). Products, personalities and situations in attitude functions: Implications for consumer behavior. Advances in Consumer Research, 16, 300-305.   DOI   ScienceOn
35 Shukla, P., & Purani, K. (2012). Comparing the importance of luxury value perceptions in cross-national contexts. Journal of Business Research, 65(10), 1417-1424.   DOI   ScienceOn
36 Smith, M. B., Bruner, J. S., & White R. W. (1956). Opinions and personality. NewYork: Wiley.
37 Snyder, M. (1974). Self-monitoring of expressive behavior. Journal of Personality and Social Psychology, 30(4), 526-537.   DOI
38 Snyder, M., & DeBono, K. G. (1985). Appeals to image and claims about quality: Understanding the psychology of advertising. Journal of Personality and Social Psychology, 49(3), 586-597.   DOI
39 Snyder, M., & Gangestad, S. (1986). On the nature of selfmonitoring: Matters of assessment, matters of validity. Journal of Personality and Social Psychology, 51(1), 125-139.   DOI
40 Sweeney, J. C., & Soutar, G. N. (2001). Consumer perceived value: the development of a multiple item scale. Journal of Retailing, 77(2), 203-220.   DOI   ScienceOn
41 Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66.   DOI   ScienceOn
42 Tynan, C., Mckechnie, S., & Chhuon, C. (2010). Co-creating value for luxury brands. Journal of Business Research, 63 (11), 1156-1163.   DOI   ScienceOn
43 Vigneron, F., & Johnson, L. W. (2004). Measuring perceptions of brand luxury. Journal of Brand Management, 11(6), 484-506.   DOI   ScienceOn
44 Wiedmann, K., Hennings, N., & Siebels, A. (2009). Value-based segmentation of luxury consumption behavior. Psychology & Marketing, 26(7), 625-651.   DOI   ScienceOn
45 Wilcox, K., Kim, H. M., & Sen, S. (2009). Why do consumers buy counterfeit luxury brands? Journal of Marketing Research, 46(2), 247-259.   DOI   ScienceOn
46 Wood, W. (2000). Attitude change: Persuasion and social influence. Annual Review of Psychology, 51, 539-570.   DOI   ScienceOn
47 World Luxury Association Official Release: World's Top 100 Most Valuable Luxury Brands. (2012, January 19). PRNewire. Retrieved November 20, 2012, from http://www.prnewswire.com/news-releases/world-luxury-associationofficial-release-worlds-top-100-most-valuable-luxury-brands-137655508.html
48 Yoo, B. H., & Lee, S. H. (2012). Asymmetrical effects of past experiences with genuine fashion luxury brands and their counterfeits on purchase intention of each. Journal of Business Research, 65(10), 1507-1515.   DOI   ScienceOn