ScholarWorks@숙명여자대학교

초록

This study aims to verify the effects of consumption values on attitude,purchase intention, and the intention of paying premium prices in thesocio-economic area. Specifically, consumption values are categorized into sevenvalues: quality functional, price functional, social status, social, emotional,epistemic, and environmental. This research conducts a plethora of statisticalanalysis using data and information gathered from 228 consumers with age of20 years or more. The major results are summarized as follows: First, social and environmentalvalues have significant effects on consumers’ attitude toward social products. Second, emotional value has a more significant effect on the social productattitude. Third, the attitudes have been shown to have a significant impact onthe purchase intention. Fourth, the intention of purchase is found to have asignificant positive effect on the intention to pay premium prices. Consumersare willing to pay the premium price of nearly 18.7% for social products. These results demonstrate that by analyzing the intention of premium price,the social value portion of social products is evaluated in number. Ultimately,from a consumer perspective, this research contributes to the revitalization ofresearch in the field and provision of insights to practitioners.

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