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.

1. 서 론
2. 이론적 배경
    2.1 럭셔리 소비가치
    2.2 S-O-R 프레임
    2.3 긍정적 정서와 흥분 전이 이론
3. 가설 설정
    3.1 기능적 가치와 긍정적 정서, 적합성의 관계
    3.2 경험적 가치와 긍정적 정서, 적합성의 관계
    3.3 상징적 가치와 긍정적 정서, 적합성의 관계
    3.4 긍정적 정서, 적합성과 컬트 의도와의 관계
    3.5 감정 반응의 간접효과
4. 연구분석
    4.1 조사 설계와 자료수집
    4.2 변수의 측정 및 적합성
    4.3 경로 분석 결과
    4.5 매개 효과
5. 결론 및 시사점
    5.1 결론
    5.2 시사점
    5.3 제한 및 제언
References

• Kihyung Kim(한양대학교 대학원 경영학과) | 김기형
• SangLin Han(한양대학교 경영학부) | 한상린 Corresponding Author
• Yunchang Shin(한양대학교 대학원 경영학과) | 신윤창