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ISSN : 1229-8778
This research investigated the effects of consumer's need for uniqueness(CNFU) on consumer behavior. We focused especially on interaction effects among CNFU, purposes of purchase(for self-use/for gift), and product style(unique/ordinary). Dependant variables were preference, purchase intention and price sensitivity for products. The experimental design was three mixed factorial design of CNFU level(high/low)*purchase purpose(self/gift)*product style(unique/ordinary). Subjects were consisted of 105 male and 135 female undergraduates an University. Experimental products which were used as unique or ordinary style for male and female subjects were selected during pre-test. The results are as follow. 1. In case of unique product purchase condition, high-CNFU group showed higher preference and higher purchase intention than low-CNFU group. In contrast, there were no such differences in case of ordinary product purchase condition. 2. 3-way interaction effects among CNFU, product style, and purchase purpose on preference and intention were significant in female subjects group. In the analysis of simple 2-way interaction between product style and purchase intention, the significant effect was revealed only in the low-CNFU group. 3. For price sensitivity, there were any significant effects of independent variables except the main effect of product style on price sensitivity. We discussed the implications of the results, stressed the usefulness of CNFU for consumer research, and suggested future research directions.
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