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논문 기본 정보

자료유형
학술저널
저자정보
Tungyun Liu (TI & MOPH) Sijun Sung (Pusan National University) Heeju Chae (Kyungsung University)
저널정보
강원대학교 경영경제연구소 아태비즈니스연구 아태비즈니스연구 제14권 제1호
발행연도
2023.3
수록면
41 - 57 (17page)

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초록· 키워드

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Purpose - The purpose of this study is to research how the different types of experiences affect consumer’s recognition in terms of luxury vintage fashion products, and what kinds of value consumer can achieve. Design/methodology/approach - The study is based on the means-end chain (MEC) approach for an in-depth understanding of consumers’ recognition systems through conducting the laddering interview technique. Above all, the research conducted a pilot test to gain attributes of consumer experiences about luxury vintage fashion products from Korean and Taiwanese. Findings - It is found that not only by actual purchase, experience without purchasing also can lead to consumers’ self-fulfilment and self-accomplishment, which filled the lack of relevant literature in the luxury vintage industry. In addition, the study sorted out the channels that consumers approach LVF products, which provide a classification reference for future research related to the luxury vintage consumer. Research implications or originality - As consumers can gain a lot kind of value through LVF products, luxury brands can attract consumers by using vintage as a market strategy. For luxury marketers, by running LVF shopping mall online or opening LVF stores, not only allow consumers’ attach with LVF products but also can further lead to the purchase behaviors. In addition, consumers who are interested in LVF are those who are aware of the authenticity, uniqueness, and rarity of the brand. Due the fact, these consumers may be interested in the topic of sustainability.

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