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http://dx.doi.org/10.22156/CS4SMB.2019.9.1.105

The Effect of Consumption Value and Creating Shared Values on Purchase Intention - Focused on Outdoor Brands -  

Lee, Kil-Gu (Department of Convergence Industry, Seoul Venture University)
Yi, Seon-Gyu (Department of Convergence Industry, Seoul Venture University)
Publication Information
Journal of Convergence for Information Technology / v.9, no.1, 2019 , pp. 105-115 More about this Journal
Abstract
This study empirically analyzed the effect of outdoor brand consumer's consumption value and company's creating shared values activity on consumers' purchase intention. The sub-variables of consumption value were set as functional value, conditional value, and emotional value as factors affecting consumers' purchase intention. The sub-variables of company's creating shared values activities were set as economic value, relational value, social value. As a result of analysis, functional value, conditional value, and emotional value of consumption value were found to have a positive effect on purchase intention, and economic value, social value, and relational value of company's creating shared values were all positively influenced Respectively. According to the results of the analysis, it is found that both consumption value of outdoor brand consumers and company's creating shared values activities are positive factors for purchase intention. This result can be deduced that consumers 'consumption value and company's creating shared values activities in outdoor brand industry are already reflected in consumers' purchase intention.
Keywords
outdoor brand; consumption value; functional value; conditional value; emotional value; creating shared values; economic value; social value; relational value; purchase intention;
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Times Cited By KSCI : 1  (Citation Analysis)
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