名品購買에 關한 消費者의 動機構造 = A Framework for Consumers' Purchase Motivations for Luxury Brands

국문 초록 (Abstract)

명품에 대한 소비의 증가와 시장의 확대에 따라 최근에 명품에 관한 연구들이 진행되어 왔지만, 아직도 명품에 대한 연구는 많이 부족한 상태이다. 본 연구는 명품을 소비하는 내면적인 동기를 밝혀서 어떤 특성을 가진 소비자가 명품 소비를 선호하는가를 보다 포괄적으로 보고자 하였다. 이러한 연구목적을 달성하기 위해서 본 연구는 소비가치를 중심으로 한 구조방정식 모형을 개발하여 실증분석을 실시하였다. 연구결과를 요약해 보면 자기중심 소비가치 성향이 큰 소비자들은 품질중시성과 체험중시성, 그리고 자아확장성이 강했으며, 예상과는 달리 과시성도 강한 것으로 나타났다. 한편 타인중심 소비가치 성향이 큰 소비자들은 과시성과 자아확장성이 강하게 나타났을 뿐만 아니라 기대한 것과는 달리 체험중시성도 큰 것으로 나타났다. 그리고 예상한대로 타인중심적 소비자는 품질중시성이 그다지 높지 않은 것으로 나타났다.
또한 소비신념이 태도에 미치는 영향은 자아확장성만이 명품에 대한 태도에 긍정적인 영향을 미치는 것으로 나타났다.

다국어 초록 (Multilingual Abstract)

Despite increasing consumption of luxury brands, relatively little research is done about consumers' purchase motivations for luxury brands. The purpose of this paper is to gain a deeper understanding of important role of intrinsic motivations in consumption of luxury brands.
This paper investigated the relationships between consumption values and luxury consumption motivations including conspicuousness, quality, extended-self, experientialism by using structural equation modeling.
We used Holbrook's self- and other-orientations as fundamental basis to explain purchase motivations for luxury brands. Holbrook(1994, 2006) argued that consumers usually had either self-orientation or other-orientation in decision-making of consumption. Those who are other-oriented are more keen to consider others' responses and influences on others. That is, they tend to focus on others than self in purchase decision-making. Thus, these people may want to show their social status or abilities to others.
On the other hand, those who are self-oriented are more keen on economic value and experiential value. That is, they tend to focus more on self than others. Self-oriented consumers do not consider others in purchase decision-making. They focus more on quality as external value of goods and on sensitive pleasure as internal value.
In this paper, we tried to put self- or other-orientations together with motivations for luxury brands. We consider as motivations for luxury brands based on the review of marketing literature. We expected that self-oriented consumers would focus on quality, experientialism, and extended-self in purchasing luxury brands while other-oriented consumers would focus on conspicuousness and extended-self.
We developed a hypothesis that self-oriented consumers might focus on more on quality because they were keen on economic values of goods. We also assumed that self-oriented consumers would emphasize experientialism in purchasing luxury brands because they are keen on enjoying pleasure through consumption experience. Furthermore, we expected that self-oriented consumers would consider extended-self in purchasing luxury brands because they would appreciate goods highly if the goods are helpful for constructing self identity.
Unlike self-orientations, we assumed that other-oriented consumers might focus on more on conspicuousness because they were likely to keen on showing themselves up. We also expected that other-oriented consumers would emphasize extended-self in purchasing luxury brands because they were likely to use luxury brands to differentiate themselves from others in terms of self-identification.
The results revealed that other-oriented consumers were likely to have strong motivations for conspicuousness, extended-self and experientialism, whereas consumers with strong self-oriented value tended to have strong motivations for quality, experientialism, extended-self and conspicuousness. Regarding the effects of consumption beliefs on the attitudes toward luxury brands, only extended-self had a significantly positive effect on the attitude.
Unlike the expectations, self-oriented consumers showed statistically meaningful motivations for conspicuousness. We think that self-oriented consumers who showed non-conspicuous motivations for general brands tend to show conspicuous motivations for luxury brands because most luxury brands exploit reputation or status-seeking marketing strategy.
We also found unexpected relationship between other-orientation and experientialism. This result may reflect the fact that even other-oriented consumers pursue sensitive pleasure, variety seeking and cognitive stimulus in luxury consumption.
One of theoretical contributions of this paper is that there exists a more fundamental basis for purchase motivations for luxury consumption than the well-known conspicuousness, quality, experientialism, extended-self, and etc. We suggest that self- and other-orientation be the starting point to understand consumers' motivations for luxury brands. This self- or other-oriented dispositions may lead consumers unconsciously to various internal or external motivations. The other theoretical contribution of this article is the integration of motivations for luxury brands including conspicuousness, quality, experientialism, extended-self into one framework by using individuals' dispositions.
For practical implication, we suggest that luxury brands marketers focus on the relationship between extended-self and luxury brands. The findings indicated that consumers showed significantly positive relationship between extended-self and attitudes towards luxury brands regardless of self- or other-orientations. Thus, marketers are encouraged to develop marketing strategy to extend or enhance consumers' self identity through luxury brands.

목차 (Table of Contents)

• 제1장 서론 = 1
• 1.1 연구의 배경 = 1
• 1.2 연구의 필요성 및 목적 = 3
• 제2장 이론적 고찰 = 5
• 2.1 명품의 개념 = 5
• 2.1.1 명품의 정의 = 5
• 2.1.2 브랜드로서의 명품 정의 = 6
• 2.1.3 사회심리학적 측면에서의 명품 = 8
• 2.2. 명품에 관한 선행 연구 = 12
• 2.2.1 명품에 관한 국외 연구 = 13
• 2.2.2 명품에 관한 국내 연구 = 16
• 2.2.3 명품 소비의 동기구조 = 21
• 2.3. 명품구매동기의 주요 요인 = 25
• 2.3.1 과시성 = 25
• 2.3.2 자아확장성 = 28
• 2.3.3 품질중시성 = 29
• 2.3.4 체험중시성 = 29
• 2.4. 소비가치 = 29
• 제3장 연구모형 및 가설 = 34
• 3.1 가설설정 = 34
• 3.1.1 자기중심적 소비가치와 품질중시성 = 34
• 3.1.2 자기중심적 소비가치와 체험중시성 = 35
• 3.1.3 자기중심적 소비가치와 자아확장성 = 35
• 3.1.4 자기중심적 소비가치와 과시성 = 36
• 3.1.5 타인중심적 소비가치와 과시성 = 37
• 3.1.6 타인중심적 소비가치와 자아확장성 = 37
• 3.1.7 타인중심적 소비가치와 체험중시성 = 38
• 3.1.8 타인중심적 소비가치와 품질중시성 = 38
• 3.1.9 명품 소비 태도 = 39
• 3.2 연구모형 = 40
• 제4장 연구 방법 = 41
• 4.1 표본의 추출 및 자료수집방법 = 41
• 4.2 분석방법 = 41
• 4.3 측정도구 개발 = 42
• 제5장 분석 결과 = 44
• 5.1 표본의 일반적 특성 = 44
• 5.2 측정항목의 평가 = 54
• 5.3 실증분석 결과와 가설 검증 = 58
• 제6장 결론 = 63
• 6.1 요약 및 결론 = 63
• 6.2 연구의 의의 및 실무적 시사점 = 64
• 6.3 연구의 제한점 및 향후 연구 방향 = 67
• 6.4 명품산업과 명품시장에 대한 제언 = 68
• 참고문헌 = 73
• 설문지 = 84