http://chineseinput.net/에서 pinyin(병음)방식으로 중국어를 변환할 수 있습니다.
변환된 중국어를 복사하여 사용하시면 됩니다.
IMPACT OF POPULARITY AND PEER PRESSURE ON ATTITUDES TOWARD LUXURY AMONG TEENS
Luciana A. Gil,Abhishek Dwivedi,Lester W. Johnson 글로벌지식마케팅경영학회 2015 Global Fashion Management Conference Vol.2015 No.06
Peer pressure and popularity have always been important issues for teenagers, potentially impacting on teenagers’ attitudes towards luxury, social consumption motivation and their self-concept clarity (how clearly teens view themselves). We empirically investigate these relationships using data from a sample of Brazilian teens and find that self-concept clarity has a significant effect on peer pressure, popularity and social consumption motivation, which itself directly impacts attitudes towards luxury items. The total sample consisted of 558 teenagers between the ages of 12 and 19 (grades 7 through 12). Hypotheses were tested using structural equation modeling.
The effect of gender on willingness to pay for mass customised running shoes
Kalantari Hassan Daronkola,Johnson Lester W,Perera Chamila R. 한국마케팅과학회 2021 Journal of Global Fashion Marketing Vol.12 No.2
We investigate whether gender and different levels of customisation have a significant effect on consumers’ willingness to purchase mass customised running shoes. An online panel survey was utilised to collect data from 353 Australian adults who wear running shoes at least once a month. Three attributes – degree of customisation, price, and delivery time were utilised in the data analysis to explore willingness to pay for customised shoes. Informed by conjoint analysis and t-tests, the study makes a significant theoretical contribution by extending the understanding of inconveniences of mass customisation from the perspective of customers’ willingness across genders. It is found that for women, degree of customisation and delivery time are the most important attributes, while for men, price and degree of customisation are the more crucial attributes. Female customers are more willing to purchase the product than male customers. The study addresses the research gap that is how differently females and males who usually have different sensory perceptions respond to masscustomised products. Further, the study provides valuable strategic insights for both manufacturers and marketers to cater fragmented consumer markets through mass customisation by identifying subtle differences in customer readiness among their target group of customers.