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http://dx.doi.org/10.5850/JKSCT.2015.39.1.43

The Effects of Consumer Value and Conspicuous Consumption Tendency on the Attitude toward and Purchase Intention of Fashion Cause-related Marketing Products  

Jo, Ahra (Dept. of Home Economics, Korea University Graduate School)
Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.39, no.1, 2015 , pp. 43-54 More about this Journal
Abstract
This study examines how consumer value and conspicuous consumption tendency influence attitudes and purchase intention toward fashion cause-related marketing products. Survey questionnaires were distributed to 326 women in their 20's to 50's living in Seoul January 2012. The instruments included measurements of consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketing products, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis, correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are as follows. Consumer value affected attitude toward fashion cause-related marketing products as well as intention to purchase products. Those with a higher conspicuous consumption tendency showed a higher intention to purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of success of cause-related marketing products. The research helps establish a marketing strategy to launch new fashion cause-related marketing products by discovering the relationships between consumer consumption patterns and attitudes toward fashion cause-related marketing products.
Keywords
Consumer's value; Conspicuous consumption; Cause-related marketing (CRM);
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Times Cited By KSCI : 3  (Citation Analysis)
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