럭셔리 브랜드 소비가치가 컬트 의도에 미치는 영향

• 영문명: The Effect of Consumption Values in Luxury Brands on Cult Intention : Focusing on the Mediating Effects of Positive Affect and Compatibility
• 발행기관: 한국산업경영시스템학회
• 저자명: 김기형(Kihyung Kim) 한상린(SangLin Han) 신윤창(Yunchang Shin)
• 간행물 정보: 『산업경영시스템학회지』제43권 제2호, 98~109쪽, 전체 12쪽
• 주제분류: 공학 > 산업공학
• 파일형태: PDF
• 발행일자: 2020.06.30

영문 초록

What is purchase motivation for luxury brands? and what kind of process through makes higher cult intention(i.e.,loyalty). How does consumption value affect loyalty? Theoretically, it was studied whether it could be explained. The luxury products and services were divided into categories and surveys were conducted at the national level. This research analyzed the influence of positive affect on cult intention by mediating luxury consumption value with S-O-R frame. The logic was developed with excitation transfer theory. Positive affect, compatibility mediating effect were investigated. Unlike the previous studies that have been recognized as important in terms of symbolic value in luxury brands, it was confirmed that experiential consumption value had the greatest impact. In addition, the influence of functional value and symbolic value had a significant effect. The effect of consumption value on cult intention was mediated by positive affect and compatibility. Therefore, emotional response can be seen as having an effect on cult intention through excitement transfer. These findings suggest that luxury brand marketers need to develop consumer values that can lead to arousal and positive emotional responses to suit consumer lifestyle. The research results are expected to contribute to the experience marketing and the hospitality service of luxury brands.

목차

1. 서 론

2. 이론적 배경

3. 가설 설정

4. 연구분석

5. 결론 및 시사점

References

키워드

Luxury Brand Consumption Values S-O-R Framework Excitation Transfer Theory Positive Affect