Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Effects of Message Types on the Intention to Purchase Luxury Fashion Products Online

온라인 웹사이트 내에서의 럭셔리 브랜드의 상품 메시지 유형에 따른 구매 의도 연구

  • Choi, Dayeon (Dept. of Clothing and Textiles, Yonsei University) ;
  • Ko, Eunju (Dept. of Clothing and Textiles, Yonsei University)
  • 최다연 (연세대학교 의류환경학과) ;
  • 고은주 (연세대학교 의류환경학과)
  • Received : 2021.04.20
  • Accepted : 2021.08.30
  • Published : 2021.08.31
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Abstract

This study aimed to identify messages that induce positive product attitudes and purchase intentions among luxury consumers in online luxury sales. Message types elicited from luxury products were classified as quantity-limited, time-limited, sustainability, and personalization. A total of 150 participants were recruited through a Google survey, and all respondents were randomly assigned to respond to one of five stimuli (quantity-limited, time-limited, sustainability, personalization, and control). Participants were informed that they would be engaging in luxury online shopping and read a description about it. Results showed that message attitude, product attitude, and purchase intention were positively formed with the quantity-limited and personalization message types. Furthermore, we discovered the underlying mechanism for quantity-limited and personalization messages increasing favorable message attitudes and it affected the product attitude. Finally, it increased the purchase intention of the product. By confirming purchase intentions according to message types for luxury brands, we have expanded the scope of advertising research to include online luxury sales platforms. Since luxury online shopping is inevitable, this study suggests that the effective use of message types such as quantitylimited and personalization would improve online sales.

Keywords

References

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