Consumption Behavior and Fashion Orientation for Luxury Brands of Japanese and Korean Consumers
2
조회
0
다운로드
1
인용
0
참고문헌
키워드
초록
The purpose of this study is to clarify the relationship between consumption behavior and fashion orientation for luxury brands in Japanese and Korean consumers. For this study, the author carried out a questionnaire survey with objects of 816 Koreans and Japanese, and analyzed the relations among consumer attitude, purchase behavior, lifestyle and fashion orientation. First, in Korea, all fashion orientations gave positive effects on attitude toward luxury brands, and especially it has a significant relation with factors affecting luxury brand consumption, so when luxury enterprises establish a marketing strategy for Koreans, they need to refer to fashion orientation intensively. Second, as a result of analyzing the relation between fashion orientation and purchasing behavior, it was found that fashion interest is an important factor affecting luxury brand purchasing behaviors, in both Japan and Korea. Third, Japanese luxury brand enterprises need to focus on consumers who prefer standard goods. while Korean enterprises need to focus on consumers who prefer specific brands. Lastly, in case of Japanese consumers, the more they pursue self-esteem and reasonable consumption, the higher they prefer standard goods, while the more Korean consumers pursue conspicuous consumption, hedonic consumption and self-esteem, the higher Koreans prefer specific brands.
Abstract
The purpose of this study is to clarify the relationship between consumption behavior and fashion orientation for luxury brands in Japanese and Korean consumers. For this study, the author carried out a questionnaire survey with objects of 816 Koreans and Japanese, and analyzed the relations among consumer attitude, purchase behavior, lifestyle and fashion orientation. First, in Korea, all fashion orientations gave positive effects on attitude toward luxury brands, and especially it has a significant relation with factors affecting luxury brand consumption, so when luxury enterprises establish a marketing strategy for Koreans, they need to refer to fashion orientation intensively. Second, as a result of analyzing the relation between fashion orientation and purchasing behavior, it was found that fashion interest is an important factor affecting luxury brand purchasing behaviors, in both Japan and Korea. Third, Japanese luxury brand enterprises need to focus on consumers who prefer standard goods. while Korean enterprises need to focus on consumers who prefer specific brands. Lastly, in case of Japanese consumers, the more they pursue self-esteem and reasonable consumption, the higher they prefer standard goods, while the more Korean consumers pursue conspicuous consumption, hedonic consumption and self-esteem, the higher Koreans prefer specific brands.
참고문헌 (22)
- Kim Minju, "Korean Trend", pp.301~ (2007), Hans Media
- B. Dubois, "Polarization maps: a new approach to identifying and assessing competitive position- the case of luxury brands", Marketing and Research Today, 21, pp.115~123 (1993)
- S. Jonathan, "The marketing of luxury goods", The Marketing Review, 3, pp.459~478 (2003)
- F. Vigneron, "Measuring perceptions of brand luxury", Brand Management, 11(6), pp.484~506 (2004)
- M. Husic, "Luxury consumption factors", Journal of Fashion Marketing and Management, 13(2), pp.231~245 (2009)
- D. Deeter-Schmelz, "Prestige clothing shopping by consumers", Journal of Marketing Theory and Practice, 8, pp.43~58 (2000)
- L. Keller, "Managing the growth tradeoff: challenges and opportunities in luxury branding", Journal of Brand Management, 16, pp.290~301 (2009)
- B. Dubois, "Consumer segments based on attitudes toward luxury", Marketing Letters, 16(2), pp.115~238 (2005)
- S. Liu, "Consumer attitudes towards brand extensions of designer-labels and mass-market labels in Hong Kong", Journal of Fashion Marketing and Management, 13(4), pp.527~540 (2009)
- A. Nia, "Do counterfeits devalue the ownership of luxury brands?", Journal of Product and Brand Management, 9, pp.485~497 (2000)
- K. Wilcox, "Why do consumers buy counterfeit luxury brands?", Journal of Marketing Research, 46, pp.247~259 (2009)
- N. Wong, "Personal taste and family face: luxury consumption in Confucian and Western societies", Psychology and Marketing, 15, pp.423~441 (1998)
- E. Ko, "Cross-national market segmentation in the fashion industry", International Marketing Review, 24(5), pp.629~651 (2007)
- 유미현, "20, 30대 여성의 수입유명브랜드 제품 소비행동", 대한가정학회지, 42(2), pp.33~46 (2004), 대한가정학회
- Kim Sunyoung, "A study of conspicuous clothing consumption behavior of Korean female X-generation consumer", Journal of the Korean Society of Costume, 50(7), pp.141~153 (2000)
- J. Workman, "Fashion opinion leadership, fashion innovativeness, and need for variety", Clothing and Textiles Research Journal, 11(3) (1993)
- 박은주, "패션제품 충동구매행동에 대한 브라우징의 중재효과", 한국의류학회지, 29(9,10), pp.1340~1348 (2005), 한국의류학회
- P. Bloch, "Product involvement as leisure behavior", Advances in Consumer Research, 11, pp.197~202 (1984)
- B. Babin, "Atmospheric affect as a tool for creating value and gaining share of customer", Journal of Business Research, 49(2), pp.91~99 (2000)
- Paik Kyoungmi, "The effect of materialism and reference group on the conspicuous consumption", Journal of Korean Home Management Association, 11(2), pp.12~ (1993)
- Lee Yoongeum, "The propensity of conspicuous consumption of college students and its determinants", Korean Home Economics Association, 37(5), pp.19~29 (1999)
- Kim Sungho, "A comparison of Korean and Japanese consumers’ attitudes towards the luxury product", Journal of Consumer Studies, 9(4), pp.149~162 (1998)