 |
AbstractExploring the Determinants of purchasing Foreign Luxurious ProductsKim, Kwang-su (Professor, Dept. Of Journalism and Communication Studies, Korea University)
While the demand of foreign luxurious brands has been noteworthy, there has been relatively few attempts to examine this particular phenomenon. This study is designed to explain this buying behavior based on the values of consumers. The proposed values are as follows: materialism, achievement, social recognition, conformity, face consciousness and inferior complexity. The survey was conducted toward the female college students. The research findings indicate that value orientations such as materialism, and achievement show positive influences over the evaluation of product attributes and the brand attitude. It has also been found that the propensities of aterialism and achievement have positive effects for the purchase behavior of foreign brands while the face consciousness and the inferior complexity exert negative effects. key word : value, consumer purchase, luxury brand |
 |
 |
 |
 |