• 한국의류학회지
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• 제27권2호
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• pp.209-218
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• 2003

The Purpose of this study is to investigate the effects of the perceived luxury characteristic and consumer's conspicuous consumption on the fashion luxury involvement. The subjects were Korean 443 women from 20's to 50's living in Seoul. The reliability analysis, confirmatory factor analysis and structural equation analysis by AMOS 4.0 were used for statistics analysis. The results are as follows; 1) The perceived aesthetic taste and luxurious aspect of fashion luxury directly influence on fashion luxury involvement through hedonic consumption value. 2) The perceived luxurious aspect and traditional value of fashion luxury directly influence on negative luxury consumption value, but negative consumption value does not influence on fashion luxury involvement. 3) The well-known brand orientation, face-saving consumption, and value orientation directly influence on fashion luxury involvement.

• 복식문화연구
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• 제26권3호
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• pp.427-449
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• 2018

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in Ulaanbaatar, Mongolia. A total of 184 surveys were used for data analysis. Exploratory factor analysis revealed five luxury values: quality value, hedonic value, conspicuous value, social value, and unique value. Using the five luxury values, clustering analysis was conducted, showing that there were four distinct segments: passive shoppers, showoffs, rational value groups, and hedonists. ANOVAs and chi-square analyses revealed that these four segments differed in consumption values, demographic characteristics, lifestyle dimensions (including appearance consciousness, leisure orientation, life enjoyment, and achievement orientation), and purchase behavior (including purchase frequency, price of products purchased, and product selection criteria). Moreover, value segments showed differences in five dimensions of luxury brand personality: sincerity, professionalism/attractiveness, excitement, materialism, and sophistication. The results suggest that consumption values serve as a significant basis for segmentation. Furthermore, the current study indicates that value segments can be described as consumers' perceived brand personality. The study concludes with a discussion of the results, theoretical and practical implications, and limitations.

• 한국생활과학회지
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• 제23권2호
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• pp.343-355
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• 2014

This study explores the characteristics of fashion flagship stores from the consumer's viewpoint, examines the differences by brand type in the flagship store characteristics, store experience, in-store emotion, and the post-visit brand response, and compares those of the flagship store with other stores of the brand. Flagship stores of the four brand types including luxury, SPA, retail, and national brands were selected for the online survey. Data from 537 respondents who visited and selected one of those stores were analyzed. Five factors including facility/service, scale/product lines, brand identity, location, and publicity were extracted from the characteristics of flagship store. There were differences in the perceived flagship store characteristics by brand type; The luxury and retail brands were more highly perceived in facility/service comparing to the SPA brand. Store experience and brand response were also different by brand type; Perceptions of the luxury brand were also higher than of the SPA brand. Overall, consumer responses to the luxury brand were higher than to the SPA brand. Consumer responses to the flagship store were higher than to other stores of the same brand. The study discusses further implications.

• 디지털융복합연구
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• 제10권11호
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• pp.295-306
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• 2012

본 연구는 명품 브랜드관련 국내기업들의 차별적인 마케팅 활동방안 및 전략을 제시하는데 목적을 두고, 명품의 소비가치와 사전지식 및 지각된 위험 정도를 소비자의 특성변인으로 도입하여, 명품 브랜드가 가격을 인상할 때 소비자 특성별로 구매의도에 차이가 있는지를 규명하였다. 첫째, 소비가치에 따른 구매의도는 독특성 및 과시적 가치 추구집단과 품질 및 쾌락적 가치 추구집단에서는 긍정적 구매의도를 보이고 있는 반면에 사회적 가치 추구집단은 부정적 구매의도를 보이며 서로 차이가 있는 것으로 나타났다. 둘째. 지각된 위험에 따른 구매의도의 차이는 없는 상황에서 사전지식에 따른 구매의도는 사전지식이 높은 집단은 긍정적 구매의도를 보이고 있고 사전지식이 낮은 집단은 부정적 구매의도를 보이며 서로 차이가 있는 것으로 나타났다. 셋째, 소비자특성 변인들의 상호작용효과에 따른 분석결과, 독특성 및 과시적 가치를 추구하면서 사전지식이 높은 집단과 품질 및 쾌락적 가치를 추구하면서 지각된 위험이 높은 집단에서만 긍정적 구매의도를 보이고 있다. 이러한 결과는 명품브랜드의 소비가 과거와 달리 일반 소비자들로 확대되고 있는 시장상황에서 명품브랜드를 지향하는 국내기업들에게 제품 및 가격 전략을 타겟 특성에 따라 다르게 접근하는 것이 기존 명품브랜드들과의 차별화 및 시장확대를 위한 효과적인 방안이라는 사실을 시사하고 있다.

• 한국의류학회지
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• 제45권4호
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• pp.685-702
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• 2021

This study aims to discover how the perceived attributes of luxury fashion platforms affect consumer trust and satisfaction as well as online word-of-mouth intention. Based on a literature review, this study derived four dimensions of perceived attributes: brand assortment size, exclusivity, convenience, and personalization. The paper presents findings from an online survey targeting 359 consumers in their 20s to 30s who had recent experience with luxury fashion platforms. Based on the collected data, a structural model equation analysis was performed using AMOS 22.0 and SPSS 26.0. The findings illustrated that brand assortment size, exclusivity, and personalization had positive effects on consumers' platform trust. In addition, brand assortment size and convenience had a positive impact on satisfaction. Overall, the findings of the study illustrate that perceived attributes of luxury fashion platforms have a significant impact on consumers' platform trust and satisfaction and online word-of-mouth intentions. This study reveals that consumers' trend orientation moderates the effects of consumer attitude and behavioral intention. The academic practice of this study has laid the foundation for understanding mechanisms of marketing strategies by providing the characteristics of platforms in the luxury fashion industry.

• 패션비즈니스
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• 제9권3호
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• pp.22-36
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• 2005

This research is to classify psychological risk perceptions in purchases process at counterfeit at fashion luxury brands, into a risk perception on purchase activity itself and a risk perception on the post-purchase situation, and to analyze types and characteristics at risk reduction behaviors to reduce each risk perception. In this research a qualitative method was employed, and research-related data were collected and analyzed through in-depth interviews. Results were shown that risk reduction behaviors at psychological risk perception on purchase activity itself included rationalization of purchase, accompanied purchase, reduction and discontinuance of purchase, and that risk reduction behaviors of psychological risk perception on the post-purchase situation included information search, establishment of selection criteria, establishment of marginal limit, selective purchase, planned and compared purchase, and reduction and discontinuance of purchase. Previous researches suggested brand loyalty, selection of famous brands, utilization of information agents by marketers, pre-purchase usage and guaranteed purchase, but these risk reduction methods were not utilized, this probably being interpreted as a result of characteristics of counterfeit. In addition, risk reduction behavior of one type tended to reduce risk perception of several other types, and risk reduction behaviors of various types were utilized to reduce a certain type's risk perception. Not only types of risk perception but also levels of risk perception appeared to have exerted influence to risk reduction behaviors.

• 문화기술의 융합
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• 제10권1호
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• pp.245-252
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• 2024

본 연구는 럭셔리 패션 브랜드의 소셜미디어 지속가능 마케팅의 메시지 프레이밍 유형이 소비자의 브랜드 신뢰에 미치는 영향에 있어 지각된 소비자 효과성이라는 개인의 인지적 특성이 갖는 상호작용적 관계를 규명하고자 하였다. 연구 결과, 럭셔리 패션 브랜드의 메시지 프레이밍 유형은 소비자로 하여금 지각된 소비자 효과성을 높였으며, 수용자의 지각된 소비자 효과성은 각각 해당 브랜드에 대한 소비자의 신뢰를 형성하는데 영향을 주는 것이 확인되었다. 단 메시지 프레이밍 유형은 소비자가 지각하는 브랜드 신뢰에는 유의한 영향을 미치지 않았다. 이러한 연구 결과 럭셔리 패션 브랜드의 메시지 프레임이 직접적으로도 소비자의 브랜드 신뢰를 형성하는데 있어 긍정적 효과를 불러일으킨다는 것을 확인할 수 있었다.

• 패션비즈니스
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• 제18권6호
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• pp.188-207
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• 2014

The purpose of this research was to examine the extent of deontological (values) and teleological evaluation (considering consequences) used in arriving at an ethical judgment concerning intention to purchase a fashion counterfeit. In addition, the effect of psychographic (attitudes toward counterfeiting, risk taking, self-image, value consciousness, public self-consciousness, and materialism) and product attributes (perceived fashion content, physical appearance, and image) on intention to purchase a counterfeit product were investigated. Two alternatives and possible consequences as well as the scenario were given to the participants. The first alternative is persuading a friend not to buy a counterfeit and the second alternative is purchasing a counterfeit product with a friend. Participants (n = 245) were undergraduate volunteers enrolled in courses at a Midwestern university. Data were analyzed using confirmatory factory analysis and structural equation modeling. The proposed structural models fit the data adequately in both alternatives, and all paths were significant. Participants followed the decision making steps outlined by Hunt and Vitell (1986) in both alternatives. Personal characteristics exerted no influence on behavioral intentions concerning counterfeits. Two product-related characteristics (i.e., physical appearance of a counterfeit and projected image of a counterfeit) had direct effects on the behavioral intentions. The conclusions of this research are helpful in improving our understanding of variables that influence consumers' purchasing counterfeit luxury products.

• 무역학회지
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• 제43권5호
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• pp.67-91
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• 2018

복합원산지제품 평가에 관한 수많은 연구들이 진행되어 왔지만, 아직까지 실무에 적용될 만한 구체적인 연구결과는 드물게 진행된 것으로 여겨진다. 본 연구는 복합원산지제품에 평가를 기존의 연구들 보다 구체적으로 파악하여 세분시장에서 요구되는 시사점들을 제시하고자 하였다. 이를 위해 소비자들의 복합원산지제품 구입경로, 복합원산지제품의 카테고리, 소비자들의 개인적 특성(조절초점성향, 제품에 대한 사전지식)을 반영하여 종합적인 비교를 평균차이검정(two-way ANOVA)을 통해 검증하였다. 분석결과, 제품의 구입경로에 따른 복합원산지제품의 평가에서는 오프라인 매장이 온라인 매장보다 다소 우호적으로 나타났으며, 제품카테고리별로는 필수재가 사치재보다 상대적으로 긍정적인 평가를 이끌어냄을 알 수 있었다. 한편, 소비자의 개인적 특성에 따른 비교에서는 촉진초점 성향을 가진 소비자는 예방초점성향의 소비자 보다 복합원산지제품에 대한 브랜드 선호도를 우호적으로 지각하는 것으로 확인되었으며, 사전지식수준이 높은 집단은 낮은 집단에 비해 제품에 대한 평가가 긍정적이라는 것을 알 수 있었다.