명품선호도의 선행변수 및 그 결과에 관한 연구-백화점 명품구매 고객을 중심으로-
A Study on the Antecedents and Consequence of Luxury Goods Preference
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Abstract
In spite of economic stagnation, luxury goods sales have been annually increased in Korea. This phenomenon shows that luxury goods not relation to economic stagnation So, this researchers have doubt that preference of customer who buy luxury goods continuously. In this point, this study aims at exploring the antecedents and consequence of luxury goods preference. To achieve the purpose of this research, 4 antecedents were hypothesized. These antecedents were conspicuous consumption, self-monitoring, brand incumbency and reference group following inclination. In order to demonstrate hypothesis, data were collected 201 by questionnaire in department store. Data analysis was performed using the SPSS 10.0 and Lisrel 8.12. Results is that conspicuous consumption, self-monitoring, brand incumbency and reference group following inclination had positive effect on luxury goods preference. In addition to, luxury goods preference positive effect on luxury goods
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