An Analysis of the Effects of Luxury Brand Consumers on the Re-purchase Intentions, Behavioral and Risk Perception

명품브랜드 소비자의 재 구매의도에 미치는 영향 분석 -온라인 해외직업구매 이용동기, 행동의도, 위험지각을 중심으로-

  • Yoon, Seonyoung (Clothing & Textiles Dept, Sookmyung Women's University) ;
  • Lee, Seunghee (Clothing & Textiles Dept, Sookmyung Women's University)
  • 윤선영 (숙명여자대학교 의류학과) ;
  • 이승희 (숙명여자대학교 의류학과)
  • Received : 2018.05.10
  • Accepted : 2018.11.16
  • Published : 2018.11.30


The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer's purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer's purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.


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Figure 1. Research Model

Table 1. Definition of Luxury Fashion Products

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Table 2. Definition of the Variables

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Table 3. Factor and Reliability Analysis for Motivation

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Table 4. Factor and Reliability Analysis for Perceived Risk

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Table 5. Factor and Reliability Analysis for Behavioral Intention and Repurchase Intention

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Table 6. The Effect of Motivation on a Behavioral Intention

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Table 7. The Effect of Mmotivation on a Repurchase Intention

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Table 8. The Effect of Perceived Risk on a Behavioral Intention and Repurchase Intention

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Table 9. The Effect of Behavioral Intention on a Repurchase Intention

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