소비자 가치 및 과시적 소비성향이 공익마케팅 패션제품에 대한 태도 및 구매의도에 미치는 영향

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.