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ISSN : 1229-8778
This study was to identified Korea in luxury consumption behavior of consumers and what are the factors involved were investigated. These factors also affect brand purchase intention was to check up on. This luxury brand purchase motivations and benefits, and losses due to the use and disposition of Koreans from the factor analysis of psychological characteristics Uzzul(boasting) with the impact on brand purchase intention was found. To solve these problems, first, by conducting pre-purchase motivations and use of luxury on benefits, and loss of use of the scale factors were made. As a result, purchase motivation factors demonstrate satisfaction, quality, power, belonging, design power and brand power were five sub-factors. These factors and the design power of the sense of belonging and a luxury brand power to influence a purchase decision were identified. Second, the benefits of buying and using personal benefits factor, practical benefits, physical benefits, social benefits were identified as the four factors. Personal benefits of these factors, practical benefits and social benefits to influence brand purchase decision were identified. Third, the loss factor due to the use of luxury counterfeits mistaken results confirmed the loss, psychological loss has been identified as the two factors, the loss factor due to the use of these luxury brand purchase intention was found to have no significant effect. Fourth, the psychological characteristics of Koreans Uzzul(boasting) acknowledged the relative orientation of the configuration factors, self-esteem, demonstrate propensity, superiority, inferiority, self-centered in the six factors were identified. Recognition of these factors relative to factors that affect brand purchase intention was found. The results of the present study of Koreans on luxury purchasing motivation, and psychological attributes and abroad by identifying domestic marketing strategies in the sense of luxury that is expected to be material.
In this study, the main purpose is to identify the agreement or consistency between product user’s quality judgement values and quality judgment values based on use-generated reviews in the blog. The second purpose of this paper is to capture the judgement policy used in the judgement process. For these purposes, an experiment was conducted. The judgement values based on 60 cue profiles were highly correlated with product users' judgment values. Consumers used the 3 cues out of 13 to form a judgment policy. The cues of products photos such as images of product packages, scene of using products, and detail images were most weighed cues for judges. Lens model has an analytical power in the blog ecology and quality judgment.
We developed and examined four models that add perceived product innovateness and perceived risk on the extended Technology Acceptance Model that is widely accepted in consumer research. Perceived product innovateness and perceived risk are considered as mediators between belief and attitude in Model 1 and Model 2, counted as effective variables of belief in Model 3, and regarded as another belief variable in Model 4. We tested each model using 3 products of low, moderate, high level innovateness and as a result Model 1 and Model 2 were supported. In addition, we examined the differences among models, focusing on path coefficients and mean of the models' variables. As a result, the low level and high level innovateness products were supported in Model 2 and the moderating level product were supported in Model 1. Furthermore, we found statistically significant differences in path coefficients between the low level and the high innovativ products. The results showed that the perceived usefulness and the perceived ease of use were lower and the perceived risk was higher relatively in the high level innovatness products. Product attitude and purchase intension was relatively higher in the moderate level showing a reversed U curve pattern that supported previous studies.
The purpose of this study is to develop and validate an estimating scale that measures a newly noted concept called consumer happiness. In this study, consumer happiness is defined as “experiencing happiness through consuming activity,” and a conceptually founded scale that measures consumer happiness was examined and validated through exploratory study and confirmatory study. Data was taken from 526 adults living in Seoul and 6 other major cities in Korea with the conceptually founded consumer happiness scale. Half of the data, then, was used to perform exploratory study and other half of the data for confirmatory study. Results of exploratory study showed reliability and validity of the consumer happiness scale. Internal consistency coefficient showed high score of ,8953 and, in accordance with the conceptual study, “problem-solving happiness factor”, “person relevant happiness factor” and “shopping contingent happiness factor,” were extracted from the data as the three main factors. Confirmatory study, using covariance structural modeling, produced a model that confirms the three main factors of consumer happiness and verifies goodness of fit of the model. Since the fitness index of the produced consumer happiness scale has exceeded the minimum requirements, the validity of consumer happiness scale(CHS) was confirmed. Finally, limitations of this study and directions for further studies are discussed.
In situation of continuous growth of luxury market and expansion of consumer, consumption value of luxury changed to various shapes. Therefore this study analyzed empirically to understand how new luxury image has effect on brand preference and purchase intention according to consumers' prior knowledge and perceived risk. Fist, analyzed result about luxury image, new luxury image was distinguished to four components such as social symbolism of ostentation and social recognition, fashion trend of surrounding ownership, product value of product quality and design, and brand value of brand aware and famousness. Second, analyzed result about the effect of luxury images according to consumers' prior knowledge, the component of social symbolism had largest effect on brand preference and purchase intention in consumer group of high prior knowledge image, On the other hand, the component of fashion trend had largest effect on brand preference and purchase intention in consumer group of low prior knowledge image. Finally, analyzed result about the effect of luxury images according to consumers' perceived risk, the component of fashion trend had largest effect on brand preference and purchase intention regardless of consumers' perceived risk. But the influence of all luxury image components appeared differently according to consumers' perceived risk.
In accordance to the response compatibility Hypotheses, this study aims to find out how to lead consumer’s attitude change depending on which alternative is on focus, whether the chosen one or the not-chosen one. It assumes, as Shfir(1993) has suggested in his response compatibility hypothesis, the fit of focused alternative and message framing would have different effects on attitude change. It also predicts the effect of this fit on attitude certainty and the mediation effect of attitude certainty towards the attitude change. Experiment 1 was conducted in order to investigate consumer’s cognitive response depending on the 2(Focused alternative: chosen option/not chosen option) X 2(Message framing: choice/reject) condition. The results suggests that in ‘the chosen option’ condition, ‘choice framing’rather than ‘reject framing’ showed faster response time while in ‘the not-chosen option’ condition, ‘reject framing’ rather than ‘choice framing’ showed faster response. Also, content analysis was conducted in order to find out what was in mind of participant when it comes to focused alterative. In experiment 2, participants were randomly divided in 2(Focused alternative: chosen option/not chosen option) X 2(Message framing: choice/reject) experimental design. As a result, in ‘the chosen option’ condition, the attitude change by different message framing was not strong and it only influenced on the attitude certainty. However, in ‘the not-chosen option’ condition, it reveals strong attitude change depending on the message framing where the attitude of not-chosen option became more favorable in the ‘choice framing’ and more unfavorable in the ‘reject framing’. In this condition, the message framing has different effects on attitude change, and this was mediated by the attitude certainty. The result was mainly analyzed with the valence and this suggests participants were more prone to positive focus in the choice framing while negative focus in the reject framing. The result of study provides implication in various related fields.