소비자 가치 및 과시적 소비성향이 공익마케팅 패션제품에 대한 태도 및 구매의도에 미치는 영향 = The Effects of Consumer Value and Conspicuous Consumption Tendency on the Attitude toward and Purchase Intention of Fashion Cause-related Marketing Products

다국어 초록 (Multilingual Abstract)

This study examines how consumer value and conspicuous consumption tendency influence attitudes andpurchase intention toward fashion cause-related marketing products. Survey questionnaires were distributedto 326 women in their 20``s to 50``s living in Seoul January 2012. The instruments included measurementsof consumer value, conspicuous consumption tendency, attitude toward fashion cause-related marketingproducts, intention to purchase fashion cause-related marketing products, and demographics. Factor analysis,correlations, and multiple regressions were conducted using SPSS 12.0. The results of this research are asfollows. Consumer value affected attitude toward fashion cause-related marketing products as well as intentionto purchase products. Those with a higher conspicuous consumption tendency showed a higher intentionto purchase fashion cause-related marketing products, regardless of attitude toward fashion CRM products. This indicates that and association with famous prestige brands will increase the possibility of successof cause-related marketing products. The research helps establish a marketing strategy to launch newfashion cause-related marketing products by discovering the relationships between consumer consumptionpatterns and attitudes toward fashion cause-related marketing products.