The Effects of Fashion Luxury Consumption Values on the Perceived Acquisition Value and the Role of Reservation Price

패션 명품 소비가치가 획득가치 지각에 미치는 영향과 유보가격의 역할

  • Yoon, Nam-Hee (Fashion Planning Team, Korea Color & Fashion Trend Center) ;
  • Youn, Sonn-Ie (Dept. of Clothing & Textiles, Hanyang University)
  • 윤남희 (한국컬러&패션트랜드센터 패션기획팀) ;
  • 윤송이 (한양대학교 의류학과)
  • Received : 2010.07.07
  • Accepted : 2010.08.16
  • Published : 2010.08.31

Abstract

This research is to understand luxury consumption values for luxury consumers. The aims of this study is to identify their luxury consumption values and the effects of the values on the perceived acquisition value. This study also divided data into two groups according to the difference between reservation price and actual price; positive reservation price group, negative reservation price group, and analyzed the effects of the values on the perceived acquisition value between two groups. In this study, we used structural models equation and results presented that the conceptual model was a good fit to the data. The empirical results suggested four dimensions of luxury consumption values; symbolic value, innovative design value, quality value and origin value. There were positively significant effects of symbolic value and quality value on the perceived acquisition value. The effects of innovative design value on the acquisition value was significantly negative. Two groups categorized by reservation price depicted the differences on effect levels of symbolic value, innovative design value, and quality value on the acquisition value perception.

References

  1. 고은주, 오선민 (2009). "럭셔리 브랜드의 고객자산에 관한 연구." 한국의류학회지 33권 7호.
  2. 김광수, 김미승 (2002). "외국 유명 브랜드 구매의 결정요인에 관한 연구." 광고연구 55권.
  3. 김영이, 김재영, 신창락 (2007). "브랜드애호도에 따른 가격할인율의 차이가 소비자의 획득 가치와 거래가치에 미치는 영향." 한국마케팅과학회지 17권 4호.
  4. 김지영, 고은주 (2010). "럭셔리 패션 브랜드의 디자인 특성에 따른 브랜드 태도와 구매 의도에 관한 연구." 한국의류학회지 34권 2호.
  5. 박주영, 이상호, 최자영 (2008). "명품 브랜드를 향한 태도에 대한 소비 가치 및 신념의 영향." 한국의류산업학회지 10권 2호.
  6. 박찬수 (2002). 마케팅원리. 서울: 법문사.
  7. 보스하르트 (2002). 소비의 미래. 박종대 역. 서울: 생각의 나무.
  8. 윤남희 (2008). "의복구매 의사결정과정에 나타나는 가격관련반응." 서울대학교 대학원 박사학위논문.
  9. 이승희, 이랑, 정소연 (2003). "패션 명품 브랜드에 대한 구매 행동연구."한국의류학회지 27권 11호.
  10. 이승희, 임숙자 (2000). "가격과 상표가 의복의 품질, 가치, 구매 의도에 미치는 영향." 한국의류학회지 24권 4호.
  11. 임지훈, 김형식, 이학식 (2006). "브랜드 명품성 측정 도구의 개발." 광고연구 73권.
  12. 정인희 (2009). "고기능성 스포츠레저웨어의 프리미엄가격 지각에 대한 연구: 스포츠레저활동도, 웰빙 건강 의식 및 인구통계적 특성과의 관련성을 중심으로." 한국의류학회지 33권 9호.
  13. 정지원, 정순희, 차경욱 (2003). "물질주의 성향과 과시 소비 성향이 수입명품 선호도에 미치는 여향: 대학생 소비자를 중심으로." 한국가정관리학회지 21권 5호.
  14. 최미영 (1997). "의류제품의 품질평가에 있어서 가격단서의 영향." 서울대학교 대학원 석사학위논문.
  15. 최미영, 이은영 (1998). "의류제품의 품질평가과 가격 단서의 영향." 복식문화학회지 22권
  16. 최선형 (2001). "패션 명품에 대한 태도연구." 복식문화연구 9권 6호.
  17. 최선형 (2003). "지각된 제품특성과 과시적 소비 성향이 패션 명품 관여에 미치는 영향." 한국의류학회지 27권 2호.
  18. "명품시장 5조원시대-럭셔리 대명사 루이비통 한국매출 연 5900억" (2010년 7월 5일 [2010년 7월7일 검색]).한국경제 [온라인뉴스]; available from World Wide Web@http://www.hankyung.com/ news/app/newsview.php?aid=2010070552181&si d=&nid=&type=106
  19. Aaker, D. (1991). Managing Brand Equity: Capitalizing on the Value of Brand Name. New York: Free Press.
  20. Aaker, D. A. and R. Jacobson (1994). "The Financial Information Content of Perceived Quality." Journal of Marketing Research Vol. 31.
  21. Dodds, W. B. and K. B. Monroe (1985). "The Effect of Brand & Price Information on Subjective Product Evaluations." Advances in Consumer Research Vol. 12.
  22. Dodds, W. B., K. B. Monroe and G. Dhruv (1991). "Effects of Price, Brand, and Store Information on Buyers' Product Evaluations." Journal of Marketing Research Vol. 28, No. 3.
  23. Dubois, B. and P. Duquesne (1993). "The Market for Luxury Goods: Income Versus Culture." European Journal of Marketing Vol. 27, No. 1.
  24. Fionda, A. M. and C. M. Moore (2008). "The Anatomy of the Luxury Fashion Brand." Brand Management Vol. 16, No. 5/6.
  25. Fornell, C. and D. F. Larcker (1981). "Evaluating Structural Equation Models with Unobservable Variables and Measurement Error." Journal of Marketing Research Vol. 18, No. 1.
  26. Grewal, D., K. B. Monroe and R. Krishnan (1998). "The Effects of Price-Comparison Advertising on Buyers' Perceptions of Acquisition Value, Transaction Value, and Behavior Intentions." Journal of Marketing Vol. 62, No. April.
  27. Grossman, G. M. and C. Shapiro (1988). "Counterfeit- Product Trade." The American Economic Review Vol. 78.
  28. Holbrook, M. B. (2006). "Consumption Experience, Customer Value, and Subjective Personal Introspection: An Illustrative Photographic Essay." Journal of Business Research Vol. 59.
  29. Holt, D. B. (1995). "How Consumers Consume: A Typology of Consumption Practices." Journal of Consumer Research Vol. 22, No. June.
  30. Husic, M. and M. Cicic (2009). "Luxury Consumption Factors." Journal of Fashion Marketing and Management Vol. 13, No. 2.
  31. Kwon, K. and D. W. Schumann (2001). "The Influence of Consumers' Price Expectations on Value Perception and Purchase Intention." Advances in Consumer Research Vol. 28.
  32. Lichtenstein, D. R., N. M. Ridgway and R. G. Netemeyer (1993). "Price Perceptions and Consumer Shopping Behavior: A Field Study." Journal of Marketing Research Vol. 30, No. 2.
  33. Mason, R. S. (1984). "Conspicuous Consumption: A Literature Review." European Journal of Marketing Vol. 18, No. 3.
  34. Monroe, K. B. (1990). Pricing: Making Profitable Decisions. New York: McGraw-Hill.
  35. Monroe, K. and R. Krishnan. "The Effect of Price on Subjective Product Evaluations," in Perceived Quality: How Consumers View Stores and Merchandise, ed. J. Jacoby and J. C. Olson, MA: Lexington Book.
  36. Nia, A. and J. L. Zaikowsky (2000). "Do Counterfeits Devalue the Ownership of Luxury Brands?" Journal of Product and Brand Management Vol. 9, No. 7.
  37. Okonkwo, W. (2007). Luxury Fashion Branding. Hampshire: Palgrave Macmillan.
  38. Prahalad, C. K. and V. Ramaswamy (2004). "Co-creating Unique Value with Customers." Strategy & Leadership Vol. 32, No. 3.
  39. Thaler, R. (1985). "Mental Accounting and Consumer Choice." Marketing Science Vol. 4.
  40. Vickrey, W. (1961). "Counter Speculation Auctions and Competitive Sealed Tenders." Journal of Finance Vol. 16.
  41. Vigneron, F. and L. W. Johnson (2004). "Measuring Perceptions of Brand Luxury." Journal of Brand Management Vol. 11.
  42. Vigneron, F. and L. W. Johnson (1999). "A Review and a Conceptual Framework of Prestige-seeking Consumer Behavior." Academy of Marketing Science Review Vol. 1.
  43. Wiedmann, K. P., N. Hennigs and A. Siebels (2009). "Value-based Segmentation of Luxury Consumption Behavior." Psychology & Marketing Vol. 26, No. 7.
  44. Zaichkowsky, J. L. (1985). "Measuring the Involvement Construct." Journal of Consumer Research Vol. 1293.