The effect of attribute evaluation and consumption value on the purchase involvement in the global luxury fashion brands 소비자의 글로벌 럭셔리 패션브랜드 속성 평가 및 소비가치가 구매 관여에 미치는 영향
pp.215-228
The purpose of this study is to evaluate the attributes of consumers global luxury fashion brands and to find the impact of consumer value, meaning the social and pleasure values derived from brands on product purchase involvement. The method in this study was analysis of a total of 298 responses to a questionnaire. The results indicate, first of all, that among the attribute evaluations of global luxury brands, traditionality and splurge affect purchasing involvement. However, prestige and originality were found to have no influence on purchasing involvement. Second, the responses to the questionnaire indicate that social and pleasure values had a statistically significant effect on purchase of luxury brands. Third, the value of cross-group attributes evaluation and consumption value to differences in purchase involvement has had statistically significant results. In conclusion, the traditional and Splurge natures of the luxury global fashion industry’s brand, social consumption value and pleasure consumption value affect the level of purchase involvement. This underscores the importance of attribute Evaluation(traditional and splurge) and consumption value(social and pleasure) when planning consumer marketing strategies for global luxury fashion brands in the future.
I. Introduction
Ⅱ. Literature Review
1. Market status of luxury fashion brands
2. Attribute evaluation of luxury fashion brand
3. Consumption values of luxury fashion brand
4. Purchasing intention and involvement of luxuryfashion brands
Ⅲ. Methods
1. Research problems
2. Research methods
3. Collecting data and respondent’s characteristics
Ⅳ. Results and Discussion
1. Factor analysis and reliability test of attributeevaluation, consumption value, purchase involvementfor luxury fashion brands
2. The effect of attribute evaluation on thepurchase involvement in the global luxury fashionbrands
3. The effect of consumption value on thepurchase involvement in the global luxury fashionbrands
4. Differences in attribute evaluation and consumptionvalue of luxury fashion brands by thegroup of purchase involvement
Ⅴ. Conclusion
References