A number of researches on luxury brands in the field of management, especially marketing, are constantly debated. Nonetheless, research directly addressing consumer value perceptions of luxury brands is scarce, and few recommendations exist about stud...
A number of researches on luxury brands in the field of management, especially marketing, are constantly debated. Nonetheless, research directly addressing consumer value perceptions of luxury brands is scarce, and few recommendations exist about studying out the best way of approaching consumer preferences on luxury brand and goods. Past research studies have focused on consumer consumption behavior and patterns of well-off classes and attitude of consumers in cross culture society. However, there is little agreement about the dimensions of luxury brand value. Hence research typically addresses value perception on luxury purchasing intentions cross culturally. The purpose of this is as follows.
Firstly, it is to provide a review of the literature defining luxury, luxury brand, perceived value of luxury, etc. Secondly, it is to review and design a luxury value model, and then explore and confirm the antecedents of a Chinese∙Korean consumers’ luxury value perception. The researcher also tests the determinants of luxury value perception of consumer from China and Korea. Lastly, the researcher tests an empirical model of determinants of purchasing intention on luxury brand and goods.
In this empirical study, the researcher analyze the luxury value perception model by confirmatory factor analysis method. The analysis produced nine value perception and/or factor structure: uniqueness value, prestige value, usability value, quality value, materialistic value, hedonic value, conspicuousness value, and self identity value.
This study also reveals that in china face saving, group orientation, long-term orientation etc has strong impact on the perceived value of luxury. However, almost of these variables are not significant in consumer group from Korea.
Finally, the research indicate that six independent variables-usability value, quality value, materialistic value, hedonic value, conspicuousness value, and self identity value- in the purchasing intention model of luxury goods are significant in chinese group from china. However, the variables that except for quality value and material value are significant in korean group.
，韩语论文范文，韩语毕业论文 |
