럭셔리 콜라보레이션 제품에 대한 지각된 가치가 브랜드 태도와 구매의도에 미치는 영향

Abstract

This study aims to investigate the effect of perceived value on the brand attitude and purchase intention of MZ generation consumers, which has recently been actively researched. After a series of research processes, the moderating effects of emotional benefits were examined. An empirical study was conducted using the MZ generation as a sample, and as a result, the perceived value of luxury brand products had a positive effect on the mediating effect on consumers' brand attitude and purchase intention, which was found to be very significant. In addition, the moderating effect of emotional benefits was found to have a significant moderating effect on the relationship between brand attitude and purchase intention, confirming that emotional benefits can promote consumer purchase intention. Based on the research results, it is necessary to discuss strategic measures for luxury brand companies to increase customer purchase intentions through collaboration with other brands in the future.