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명품브랜드 소비자의 재 구매의도에 미치는 영향 분석-온라인 해외직업구매 이용동기, 행동의도, 위험지각을 중심으로-An Analysis of the Effects of Luxury Brand Consumers on the Re-purchase Intentions, Behavioral and Risk Perception

Other Titles
An Analysis of the Effects of Luxury Brand Consumers on the Re-purchase Intentions, Behavioral and Risk Perception
Authors
윤선영이승희
Issue Date
Nov-2018
Publisher
한국패션비즈니스학회
Keywords
명품 온라인 해외직접구매; 이용동기; 위험지각; 행동의도; 재구매의도; luxuary online purchasing; usage motive; perceived risk; behavioral intentions; repurchase intentions
Citation
패션 비즈니스, v.22, no.5, pp.1 - 14
Journal Title
패션 비즈니스
Volume
22
Number
5
Start Page
1
End Page
14
URI
https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/1962
DOI
10.12940/jfb.2018.22.5.1
ISSN
1229-3350
Abstract
The purpose of this study was to define the purchase behavior of online luxury fashion brand consumers that soon became new luxury consumption trends. To investigate online luxury fashion brand consumer’s purchase behavior, three variables were suggested based on advanced researches. These variables include economic value, item variety and pleasure. Purchasing luxury online was not common but as cross-border online shopping market became popular, consumers began to purchase luxury items through online shopping platforms. Preliminary surveys was conducted on 20~40-year-old consumers who have experience in online shopping for luxurious items. Total 238 questionnaires were used for analysis. By using SPSS, frequency analysis, factor analysis, reliability analysis, correlation analysis, regression analysis, t-test and ANOVA were conducted. The results of the study were as follow; first, consumer’s purchase behavior appeared to be influenced by the order of pleasure of shopping, economic value and item variety. Repurchase intention appeared to be affected by the order of economic value, item variety, and pleasure of shopping. Second, online luxury fashion consumers perceived that risk does not affect purchase intention and repurchase intention. Third, as purchase intention increases, repurchase intention also increases. Fourth, shopping value, age and channel risk also indicated meaningful differences. As an early study of luxury fashion brand products purchased directly online, the academic significance can facilitate an overall understanding of consumer behavior such as usage motive, risk perception, behavioral intention.
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생활과학대학 > 의류학과 > 1. Journal Articles

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