개인적 특성과 사회적 기능 태도가 명품 구매의도에 미치는 영향

Abstract

Abstract This study investigates the motivations to purchase luxury brands by examining how individual characteri-stics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and pur-chase intentions through two social function attitudes (self-expression attitude and self-presentation attitude)based on the functional theory of attitudes. On-line surveys were implemented and 314 consumers betweenthe ages of 20 and 50 were recruited. Using SPSS 18.0 and AMOS 18.0, confirmatory factor analysis formeasurements and structural equation modeling analysis for hypotheses testing were implemented. The re-sults show that the need for uniqueness and self-monitoring by consumers have positive influences on self-expression and self-presentation attitudes toward luxury brands, respectively. The results indicate that theneed by consumers for uniqueness motivates a self-expression attitude toward luxury brands and that thetrait of self-monitoring motivates a self-presentation attitude toward luxury brands. Consumer vanity alsopositively influences both social function attitudes toward luxury brands. Self-expression and self-presenta-tion attitudes toward luxury brands have positive influences on luxury brand purchase intentions throughan affective attitude that facilitates a mediating role between two social function attitudes and the purchaseintentions of consumers. This research contributes to a deeper understanding of the formation process ofKorean consumers' purchase intentions for luxury brands and the literature on the role of related variables(need for uniqueness, self-monitoring, vanity, self-expression, self-presentation, affective attitude, and pur-chase intention). The findings provide a theoretical background to launch a cross-cultural study. The conclu-sion discusses the practical implications and limitations.Key words: Self-expression, Self-presentation, Need for uniqueness, Self-monitoring, Vanity; 자기표현, 자기제시, 독특성 욕구, 자기감시, 허영