브랜드 명품성의 차원과 척도개발
Development of Brand Luxuriousness Dimensions and Measurement Scale
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명품 소비시장의 폭발적 성장은 명품 관련 연구자와 명품브랜드 경영자들의 관심을 이끌었다. 그러나, 명품을 어떻게정의하고 어떻게 측정할지에 대해서는 아직까지 많은 연구가진행되고 있지 않다. 따라서 본 연구에서는 소비자들이 지각하는 명품의 다차원 속성을 정의하고 개념화할 수 있는 이론적, 실증적 토대를 마련하고자 한다. 따라서 본 연구는 명품성을 측정할 수 있는 척도를 개발하고, 명품성을 구성하고 있는 다차원 속성을 밝히고자 한다. 기존연구를 통해 331개의브랜드 명품성 측정항목을 도출하고 3번의 설문조사를 통해7개의 구성요인(쾌락성, 배타적 과시성, 유명성, 심미성, 희소성, 내구성, 품질)과 37개의 측정항목이 개발되었다. 본 연구에서 개발된 명품 측정 척도는 명품의 다차원적 속성을 보다 정확하게 탐색할 수 있는 하나의 유용한 기준으로활용될 수 있을 것이다. 기존 선행연구에서 제시된 명품의 측정척도를 확대, 개발하고 이를 검증함으로서, 명품 관련연구의 이론적 일관성과 학문적 전통성을 확립에 기여할 것으로기대된다. 또한 본 연구에서 제시된 명품의 7가지 구성요인은소비자가 생각하는 명품이 무엇인지를 보다 정확하게 정의할수 있도록 도와줄 것으로 기대되는 한편, 이들 7개 요인을 상위차원의 개념으로 재구성할 수 있는 단서를 제공하였다. 또한 본 연구에서 개발된 측정척도는 마케터들이 소비자들에게명품이 어떻게 지각되고 소비되는지를 평가하는데 전략적으로 활용될 수 있을 것으로 사료된다.
Abstract
As the luxury markets are explosively grow over recent decades, luxury researchers and luxury brand managers have paid considerable amounts of research interests. Ho wever, little research efforts has been made to investigat e how to define luxuriousness and how to assess its unde rlying dimensions. Recognizing the research gap, this res earch project intends to lay a theoretical, empirical found ation to define and conceptualize multi-dimensional "Lux uriousness". To meet this fundamental research purpose, scales to measure luxuriousness were developed, and the n the underlying multi-dimensions of luxuriousness were identified, The 331 items developed and used in prior lite rature were dropped to 7 dimensions(Hedonism, Exclusiv e Conspicuousness, Reputation, Aesthetics, Rarity, Durab ility, Quality) and 37 items to measure luxuriousness in survey purification method via three times surveys. The scales developed and validated in this rigorous stud y can be utilized as a useful criteria to explore the underl ying multi-dimensional aspects of luxuriousness. Subseq uently, the 7 factor solution with 37 scales which is devel oped by expanding and exploring past research of luxurio usness measurement scale can serve as a stepping stone to expand the theoretical foundation for luxuriousness res earch. The underlying 7 dimensions of luxuriousness ena ble not only answer to the fundamental question "what is luxurious?", but to re-constitute the multi-dimensions wi th a concise parsimonious model. In addition, by using th e survey items validated in this study, marketers can str ategically evaluate their luxury goods are perceived and consumed by their consumers.
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- "조선일보 위클리 비즈"[URL]