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http://dx.doi.org/10.5850/JKSCT.2015.39.1.30

Fashion Luxury Products in Social Commerce -The Effects of Price Discount on Perceived Benefit and Purchase Intention-  

Kim, Seung-Hee (Dept. of Clothing & Fashion, Yeungnam University)
Park, Kyungae (Dept. of Clothing & Fashion, Yeungnam University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.39, no.1, 2015 , pp. 30-42 More about this Journal
Abstract
This study examined: 1) the effects of fashion luxury product price discounts in social commerce on perceived benefit and purchase intention, and 2) differences in such effects by social commerce trust, brand and design preferences for luxury products as well as social commerce and online luxury product purchase experiences. Three discount rates representing high, mid, and low for a luxury product sold in social commerce were manipulated and tested on female consumers and 486 online responses were analyzed. The results revealed that the price discount affected perceived benefit but did not affect purchase intention. Benefits were highly perceived at high and mid discount rates compared to the low rate. Social commerce trust, brand preference, and design preference affected perceived benefit and purchase intention, but the interaction effect with price discount was observed only in the design preference to perceived benefit. The purchase experience of online luxury products also affected purchase intention. Implications from the results were also discussed.
Keywords
Social commerce; Online luxury; Price discount; Perceived benefit;
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Times Cited By KSCI : 2  (Citation Analysis)
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