The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

A study on the influence of customer engagement on Chinese consumers' purchase intention and brand attitude of the luxury brand community

럭셔리 브랜드 커뮤니티에서 고객 인게이지먼트가 중국 소비자의 구매의도 및 브랜드 태도에 미치는 영향

  • Danyang, Liu (Dept. of Fashion Industry, Ewha Womans University) ;
  • Kim, Hyojung (Dept. of Fashion Industry, Ewha Womans University) ;
  • Park, Minjung (Dept. of Fashion Industry, Ewha Womans University)
  • ;
  • 김효정 (이화여자대학교 의류산업학과) ;
  • 박민정 (이화여자대학교 의류산업학과)
  • Received : 2020.07.09
  • Accepted : 2020.10.06
  • Published : 2020.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

Luxury companies are striving to improve their communication with customers while paying attention to online promotion and marketing activities. As companies interact with customers in luxury brand communities via various channels, they yield consumers higher value throughout the effective consumption process. In addition, this connection enhances customers' understanding of the company, making it easier for companies to acquire empathy from customers. This study aims to analyze the value factors that affect luxury brand community members' purchase intention and brand attitude. This study utilizes online survey results of four hundred prestige brand community users in China. The results reveal the positive effects of customer engagement on customer psychological empowerment and flow, the positive impacts of customer psychological empowerment and flow on community identity and brand attachment, the positive effects of community identity on purchase intentions, and the positive effects of brand attachment on purchase intentions and brand attitude. Furthermore, the results show that community types and fashion involvement partially moderate customer engagement. This study provides theoretical suggestions for relationship marketing in the luxury brand community environment. Last, this study presents practical implications that companies could utilize to create an emotional connection with their community members, resulting in an increase of customer support.

Keywords

References

  1. Aaker, D. A. (1991). Managing brand equity. New York: The Free Press.
  2. Abelson, R. P., Kinder, D. R., Peters, M. D., & Fiske, S. T. (1982). Affective and semantic components in political person perception. Journal of Personality and Social Psychology, 42(4), 619-630. doi:10.1037/0022-3514.42.4.619
  3. Agarwal, R., & Karahanna, E. (2000). Time flies when you’re having fun: Cognitive absorption and beliefs about information technology usage. MIS Quarterly, 24(4), 665-694. doi:10.2307/325095
  4. Algesheimer, R., Dholakia, U. M., & Herrmann, A. (2005). The social influence of brand community:Evidence from European car clubs. Journal of Marketing, 69(3), 19-34. doi:10.1509/jmkg.69.3.19.66363
  5. Arnould, E. J., & Thompson, C. J. (2005). Consumer culture theory (CCT): Twenty years of research. Journal of Consumer Research, 31(4), 868-882. doi:10.1086/426626
  6. Bagozzi, R. P., & Dholakia, U. M. (2006). Antecedents and purchase consequences of customer participation in small group brand communities. International Journal of Research in Marketing, 23(1), 45-61. doi:10.1016/j.ijresmar.2006.01.005
  7. Bain Capital. (2019). Worldwide luxury industry research report. Caixin, Retrieved May 20, 2020, from http://www.caixin.com/2019-12-18/101495636.html
  8. Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. doi:10.1086/209154
  9. Berry, L. L. (1995). Relationship marketing of servicesgrowing interest, emerging perspectives. Journal of the Academy of Marketing Science, 23(4), 236-245. doi:10.1177/009207039502300402
  10. Bhattacharya, C. B., Rao, H., & Glynn, M. A. (1995). Understanding the bond of identification: An investigation of its correlates among art museum members. Journal of Marketing, 59(4), 46-57. doi:10.1177/002224299505900404
  11. Bove, L. L., Pervan, S. J., Beatty, S. E., & Shiu, E. (2009). Service worker role in encouraging customer organizational citizenship behaviors. Journal of Business Research, 62(7), 698-705. doi:10.1016/j.jbusres.2008.07.003
  12. Bowden, J. L. H. (2009). The process of customer engagement: A conceptual framework. Journal of Marketing Theory and Practice, 17(1), 63-74. doi:10.2753/MTP1069-6679170105
  13. Brodie, R. J., Hollebeek, L. D., Juric, B., & Ilic, A. (2011). Customer engagement: Conceptual domain, fundamental propositions, and implications for research. Journal of Service Research, 14(3), 252-271. doi:10.1177/1094670511411703
  14. Choi, M. H., & Lee, E. S. (2013). The effect of brand attachment and media engagement on attitude change based on Heider’s balance theory. Advertising Research, 97(97), 122-156.
  15. Csikszentmihalyi, M. (1975). Beyond boredom and anxiety. San Francisco, CA: Jossey-Bass.
  16. Dutton, J. E., Dukerich, J. M., & Harquail, C. V. (1994). Organizational images and member identification. Administrative Science Quarterly, 39(2), 239-263. doi:10.2307/2393235
  17. Ellonen, H. K., Tarkiainen, A., & Kuivalainen, O. (2010). The effect of website usage and virtual community participation on brand relationships. International Journal of Internet Marketing and Advertising, 6(1), 85-105. doi:10.1504/IJIMA.2010.030434
  18. Garg, N., Inman, J. J., & Mittal, V. (2005). "Incidental and task-related affect: A re-inquiry and extension of the influence of affect on choice." Journal of Consumer Research, 32(1), 154-159. doi:10.1086/426624
  19. Han, X. H., & Li, Y. Q. (2012). Multilevel model analysis of customer psychological empowerment:Based on the regulatory effect of desire to control. Nankai Management Review, 3, 4-11. https://doi.org/10.1108/20408741211201890
  20. Hollebeek, L. D., Glynn, M. S., & Brodie, R. J. (2014). Consumer brand engagement in social media: Conceptualization, scale development and validation. Journal of Interactive Marketing, 28(2), 149-165. doi:10.1016/j.intmar.2013.12.002
  21. Hong, B. S. (2007). 패션상품과 소비자 행동 [Fashion products and consumer behavior]. Seoul: Soohaksa.
  22. Hong, H. S., Ryu, S. M., & Moon, C. W. (2007). Relationship between usage needs satisfaction and commitment to apparel brand communities: Moderator effect of apparel brand image. Journal of Global Academy of Marketing Science, 17(4), 51-89. https://doi.org/10.1080/12297119.2007.9707267
  23. Jin, B., Park, J. Y., & Kim, H. S. (2010). What makes online community members commit? A social exchange perspective. Behaviour & Information Technology, 29(6), 587-599. doi:10.1080/0144929x.2010.497563
  24. Joy, A., & Li, E. P. H. (2012). Studying consumption behaviour through multiple lenses: An overview of consumer culture theory. Journal of Business Anthropology, 1(1), 141-173. doi:10.22439/jba.v1i1.3550
  25. Kang, J. H., & Jeon, I. K. (2009). The effect of onlinesports brand community characteristics on commitment, brand attitude and brand loyalty. Journal of the Korea Sports Industry Management Association, 14(3), 117-131.
  26. Kang, M. S. (2002). A study on the influence of online community characteristics on community flow and intention to use. Management Journal, 3(1), 77-98.
  27. Kim, B. N. (2014). The effect of symbolic consumption on brand attachment, brand attitude, brand flow and brand loyalty in consumer of golf clothing. Unpublished master's thesis, Dankook University, Seoul, Korea.
  28. Kim, J. W., Choi, J. H., & Han, G. S. (2002). The relationship between online community-based marketing activities and community citizenship behavior:The mediating role of commitment. Korean Marketing Research, 17(4), 77-98.
  29. Kim, J. W., Park, S. C., & Lee, W. J. (2005). The moderating effect of product involvement on the online consumer’s purchasing behavior. Korean Management Science Review, 22(2), 51-76.
  30. Kim, K. M., Kim, K. H., & Wang J. K. (2009). Consumer confidence, identification, and a brand attitude according to the on-line brand community type. The Journal of the Korea Contents Association, 9(3), 241-249. doi:10.5392/JKCA.2009.9.3.241
  31. Kim, M. J., & Shin, S. Y. (2014). Effects of mobile fashion shopping characteristics on perceived usefulness, perceived ease of use, purchase attitude, and purchase intention of mobile fashion shopping mall - Focusing on smartphone users. Journal of the Costume Culture, 22(2), 240-257. doi:10.7741/rjcc.2014.22.2.240
  32. Kim, S. Y., & Joo, Y. H. (2001). Perceived interactivity and web site loyalty: On the role of flow as a mediating variable. Korean Society of Consumer Studies, 12(4), 185-208.
  33. Klein, L. R., & Ford, G. T. (2003). Consumer search for information in the digital age: An empirical study of prepurchase search for automobiles. Journal of Interactive Marketing, 17(3), 29-49. doi:10.1002/dir.10058
  34. Krugman, H. E. (1965). The impact of television adv ertising: Learning without involvement. Public Opinion Quarterly, 29(3), 349-356. doi:10.1086/267335
  35. Kwak, S. H. (2011). The effects of brand globality, image, and favorability on consumer's purchasing intention. Unpublished master's thesis, Keimyung University, Daegu, Korea.
  36. Labrecque, L. I., vor dem Esche, J., Mathwick, C., Novak, T. P., & Hofacker, C. F. (2013). Consumer power: Evolution in the digital age. Journal of Interactive Marketing, 27(4), 257-269. doi:10.1016/j.intmar.2013.09.002
  37. Lacoeuilhe, J., & Samy, B. (2007). Quellef(s) mesure(s) pour l' attachement de la marque? Journal of Revue Francaise Du Marketing, 213(7), 7-25.
  38. Lee, A. (2015). The influence of online word-of-mouth types and directionalities on information effects:Focusing on clothing involvement, market maven and shopping orientations. Unpublished master's thesis, Sungshin Women's University, Seoul, Korea.
  39. Lee, J. M., Lee, H. J., & Yoon, S. J. (2017). A study on the relationship among jewelry brand value, brand attachment, purchase intention, and SNSbased WOM intention. Brand Design Association of Korea, 15(4), 73-86. doi:10.18852/bdak.2017.15.4.73
  40. Lee, M. K., Kim, T. Y., & Kim, H. K. (2004). The effect of brand community on consumer attitude. Korean Journal of Marketing, 19(3), 197-224.
  41. Luan, L., Su, M., Chen, C., Kim, A., Lo, A., Zhang, C., & Zipser, D. (2019, April 25). China luxury report: How young Chinese consumers are reshaping global luxury. McKinsey & Company, Retrieved May 20, 2020, from https://www.mckinsey.com/featuredinsights/china/how-young-chinese-consumers-arereshaping-global-luxury
  42. Macchiette, B., & Roy, A. (1992). Affinity marketing:What is it and how does it work? The Journal of Services Marketing, 6(3), 47-57. doi:10.1108/08876049210035935
  43. Mick, D. G., & Demoss, M. (1990). Selfgifts: Phenomenological insights from four contexts. Journal of Consumer Research, 17(3), 322-332. doi:10.1086/208560
  44. Moon, Y. J., & Lee, J. H. (2007). A study on the effects of the online community flow: Mediating satisfaction and community trust. Journal of Information Systems, 16(1), 23-45.
  45. Mukherjee, A., & Nath, P. (2007). Role of electronic trust in online retailing: Are-examination of the commitment-trust theory. European Journal of Marketing, 41(9/10), 1173-1202. doi:10.1108/03090560710773390
  46. Muniz, A. M., & O’guinn, T. C. (2001). Brand community. Journal of Consumer Research, 27(4), 412-432. doi:10.1086/319618
  47. Palmatier, R. W., Houston, M. B., Dant, R. P., & Grewal, D. (2013). Relationship velocity: Toward a theory of relationship dynamics. Journal of Marketing, 77(1), 13-30. doi:10.1509/jm.11.0219
  48. Park, C. W., MacInnis, D. J., & Priester, J. R. (2006). Beyond attitudes: Attachment and consumer behavior. Seoul National Journal, 12(2), 3-36.
  49. Park, S. H., & Lee, H. T. (2016). The effect of brand community and relational factors on community commitment and brand attachment. Journal of Marketing Studies, 24(4), 93-111. doi:10.21191/jms.24.4.05
  50. Ramani, G., & Kumar, V. (2008). Interaction orientation and firm performance. Journal of Marketing, 72(1), 27-45. doi:10.1509/jmkg.72.1.27
  51. Reid, D. (2004). A model of playfulness and flow in virtual reality interactions. Presence: Teleoperators & Virtual Environments, 13(4), 451-462. doi:10.1162/1054746041944777
  52. Riketta, M. (2005). Organizational identification: A meta-analysis. Journal of Vocational Behavior, 66(2), 358-384. doi:10.1016/j.jvb.2004.05.005
  53. Russell, J. A., & Mehrabian, A. (1974). Distinguishing anger and anxiety in terms of emotional response factors. Journal of Consulting and Clinical Psychology, 42(1), 79-83. doi:10.1037/h0035915
  54. Schouten, J. W. (1991). Selves in transition: Symbolic consumption in personal rites of passage and identity reconstruction. Journal of Consumer Research, 17(4), 412-425. doi:10.1086/208567
  55. Sengupta, J., & Fitzsimons, G. J. (2000). The effects of analyzing reasons for brand preferences: Disruption or reinforcement? Journal of Marketing Research, 37(3), 318-330. doi:10.1509/jmkr.37.3.318.18776
  56. Seo, K. W., Lee, C. Y., & Baek, J. H. (2007). A research of the relationship between the type of online brand community and consumer attitudes. The Korean Journal of Advertising, 18(5), 91-104.
  57. Seo, M. S., & Kim, Y. K. (2003). A study on the influence of online brand community consciousness on brand community identity and brand attitude. Journal of Marketing Management Research, 8(2), 49-77.
  58. Sheth, J. N., & Parvatiyar, A. (1995). The evolution of relationship marketing. International Business Review, 4(4), 397-418. doi:10.1016/0969-5931(95)00018-6
  59. Shin, C. H., & Ji, Y. H. (2014). The study on the influence of social media’s qualities and purchasing behavior intention by involvement of hotel accommodation product. Hotel Management Research, 23(4), 23-39.
  60. Sun, C. H., & Moon, T. S. (2011). An empirical study on the influence of flow experience of mobile contents on repurchase intention. Journal of Digital Convergence, 9(4), 131-141. doi:10.14400/JDPM.2011.9.4.131
  61. So, K. K. F., King, C., & Sparks, B. (2014). Customer engagement with tourism brands: Scale development and validation. Journal of Hospitality & Tourism Research, 38(3), 304-329. doi:10.1177/1096348012451456
  62. Suh, K. W., Lee, C. Y., & Baek, J. H. (2007). A research of the relationship between the type of online brand community and consumer attitudes. The Korean Journal of Advertising, 18(5), 91-104.
  63. Sung, H. S., & Han, D. C. (1999). Precedence variables and outcome variables of the same organization of consumers in member system: Focused on the living cooperatives. Marketing Research, 14(1), 109-129.
  64. Thomson, M., MacInnis, D. J., & Whan Park, C. (2005). The ties that bind: Measuring the strength of consumers’ emotional attachments to brands. Journal of Consumer Psychology, 15(1), 77-91. doi:10.1207/s15327663jcp1501_10
  65. Van Doorn, J., Lemon, K. N., Mittal, V., Nass, S., Pick, D., Pirner, P., & Verhoef, P. C. (2010). Customer engagement behavior, theoretical foundations & research directions. Journal of Service Research, 13(3), 253-266. doi:10.1177/1094670510375599
  66. Vargo, S. L., & Lusch, R. F. (2004). Evolving to a new dominant logic for marketing. Journal of Marketing, 68(1), 1-17. doi:10.1509/jmkg.68.1.1.24036
  67. Vivek, S. D. (2009). A scale of consumer engagement. Unpublished doctoral dissertation, University of Alabama Libraries, Alabama, USA.
  68. Wang, Z. Q. (2017). The effects of customer engagement on customer purchase intention in the online brand community. Unpublished master's thesis, Harbin Institute of Technology, Nangang, China.
  69. Wathieu, L., Brenner, L., Carmon, Z., Chattopadhyay, A., Wertenbroch, K., Drolet, A., & Wu, G. (2002). Consumer control and empowerment: A primer. Marketing Letters, 13(3), 297-305. doi:0.1023/a:1020311914022 https://doi.org/10.1023/A:1020311914022
  70. Wright, L. T., Newman, A., & Dennis, C. (2006). Enhancing consumer empowerment. European Journal of Marketing, 4(9/10), 925-935. doi:10.1108/03090560610680934

Cited by

  1. 매스티지 브랜드 광고모델 국적의 조절효과에 대한 연구: 해석수준이론을 중심으로 vol.22, pp.2, 2020, https://doi.org/10.5762/kais.2021.22.2.362