소셜커머스의 패션명품 가격할인율이 혜택지각과 구매의도에 미치는 영향-신뢰, 선호, 경험에 따른 차이- = Fashion Luxury Products in Social Commerce-The Effects of Price Discount on Perceived Benefit and Purchase Intention-

다국어 초록 (Multilingual Abstract)

This study examined: 1) the effects of fashion luxury product price discounts in social commerce on perceivedbenefit and purchase intention, and 2) differences in such effects by social commerce trust, brandand design preferences for luxury products as well as social commerce and online luxury product purchaseexperiences. Three discount rates representing high, mid, and low for a luxury product sold in social commercewere manipulated and tested on female consumers and 486 online responses were analyzed. Theresults revealed that the price discount affected perceived benefit but did not affect purchase intention. Benefits were highly perceived at high and mid discount rates compared to the low rate. Social commercetrust, brand preference, and design preference affected perceived benefit and purchase intention, but theinteraction effect with price discount was observed only in the design preference to perceived benefit. Thepurchase experience of online luxury products also affected purchase intention. Implications from the resultswere also discussed.