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The Effect of Self-Construal, Prices of Apparel Brand, and Price Discount Sales Promotion Type on Consumer's Purchase Intention
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소비자 자기관, 의류 브랜드의 가격과 가격할인 판매촉진유형이 여성복의 구매의도에 미치는 영향

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Type
Academic journal
Author
Journal
한국패션비즈니스학회 패션 비즈니스 패션 비즈니스 제20권 제5호 KCI Accredited Journals
Published
2016.1
Pages
16 - 29 (14page)

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The Effect of Self-Construal, Prices of Apparel Brand, and Price Discount Sales Promotion Type on Consumer's Purchase Intention
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Research history (2)

2016

The Effect of Self-Construal, Prices of Apparel Brand, and Price Discount Sales Promotion Type on Consumer's Purchase Intention
조규빈 ,  Sun-Jin Hwang 패션 비즈니스 2016.01 Academic journal

2014

The Effect of Self-Construal, Prices of Apparel Brand, Price Discount Sales Promotion Type on Consumer's Purchasing Attitude.
조규빈 의상 2014.01 Thesis
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Abstract· Keywords

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The study aims to explore the impacts of types of consumer's self-construal, prices of brands, and types of discount-based sales promotion on consumers' purchase intention. For this study, a three-way mixed factor method was applied based on a formula, types of consumer's self-construal x prices of brands x types of discount-based sales promotion. The subjects were 218 females in their 20s to 30s living in seoul or Gyeonggi-do areas. For data analysis, three-way variate analysis, analysis of simple interactions and analysis of simple main impacts were conducted through use of the SPSS program. First, based on the impacts of types of consumer's self-construal, prices of brands, and types of discount-based sales promotions in the favor of consumers, there was a significant difference between higher and lower-priced brands. Second, comprehensive discounts rather than monopolistic discounts corresponded to higher favoring by consumers of interdependent self-construal. As for monopolistic discount, lower-priced products corresponded to higher favor than higher-priced ones. Third, there was a significant difference between consumers of independent self-construal and interdependent self-construal. Fourth, comprehensive discount, rather than monopolistic discount, corresponded to higher purchase intention regardless of prices of brands in the group of consumers with interdependent self-construal.
#소비자 자기관 #브랜드 가격 #가격할인 판매촉진 #구매의도 #consumer's self-construal #prices of brands #types ofdiscount-based sales promotions #purchase intention

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References (36)

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Aaker, J. L. / 2001 / What is your goal? the impact of goals on counterfactual thinking, attitude formation, and predictions of the future / Advances in consumer research 28(1):276~276 google schola Agrawal, N. / 2005 / The effects of self-construal and commitment on persuasion / Journal of Consumer Research 31:841~849 google schola Ahn, G. H. / 2010 / Fashion Marketing / Soohaksa google schola Baek, J. E. / 2012 / The effects of consumer buying attitude based on sports brand advertising model, brand recognition, and consumer subjectivity google schola Biswas, A. / 1991 / Contextual effects of reference prices in retail advertisements / Journal of Marketing 55:1~12 google schola

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