백화점 이용고객의 명품브랜드 선호도 유형에 따른 구매행태 분석

• 영문명: An Analysis of Purchase Behaviors of Department Store Users based on Types of Preference for Luxury Brands
• 발행기관: 한국유통과학회
• 저자명: 손종원(Zhong-Yuan Sun) 나승화(Seung-Hwa Na)
• 간행물 정보: 『유통과학연구(JDS)』제11권 제10호, 5~15쪽, 전체 11쪽
• 주제분류: 경제경영 > 경제학
• 파일형태: PDF
• 발행일자: 2013.10.30

영문 초록

Purpose - With the increase in fervor to purchase luxury brands, new social problems have arisen, such as excessive preoccupation with luxury brands and high preference for forged luxury goods. Therefore, the issues related to luxury brands, termed “Luxury Syndrome,” have emerged as an area of great interest for researchers and practitioners. However, previous studies neglect to categorize this preference for luxury brands. Therefore, this study aims to identify the different purchasing behaviors of consumers using the types of luxury brands preferences as parameters. Research design, data, and methodology - This study arranges a causal relationship model assuming that purchase behaviors positively (+) affect typified preference for luxury brands and purchase intentions. We administered a questionnaire survey to the purchasers who bought luxury brands from department stores to secure additional data necessary to verify the hypotheses in this study. We then processed the data using SPSS 19.0. We further analyzed the basic data using frequency and descriptive statistical analysis, and verified the measurement tools through feasibility and reliability analyses. Moreover, this study uses multiple regression analysis to verify the hypotheses. Further, this study tests the path effect between luxury brand purchase attitude and purchase behavior, with non-intrinsic preference and intrinsic preference as the mediating variables. Results - Based on the results, the impact of tendencies of conspicuous consumption and self-monitoring on non-intrinsic preference was significantly positive (+), while the impact of tendencies of pursuit of a reference group, conspicuous consumption, and self-monitoring on intrinsic preference and purchase intentions was significantly positive (+). Further, non-intrinsic and intrinsic preferences positively (+) influence purchase intentions and the impact of non-intrinsic preference took an absolute portion. However, the tendency of dependence

목차

Abstract

1. 서론

2. 이론적 배경 및 선행연구

3. 연구가설 및 연구방법

4. 실증분석

5. 결론

References

키워드

Luxury Brands Non-intrinsic Preference Intrinsic Preference Purchase Attitude Purchase Intentions