소셜커머스의 패션명품 가격할인율이 혜택지각과 구매의도에 미치는 영향-신뢰, 선호, 경험에 따른 차이-

Title
소셜커머스의 패션명품 가격할인율이 혜택지각과 구매의도에 미치는 영향-신뢰, 선호, 경험에 따른 차이-
Other Titles
Fashion Luxury Products in Social Commerce-The Effects of Price Discount on Perceived Benefit and Purchase Intention-
Author(s)
박경애김승희
Keywords
소셜커머스; 온라인 명품; 가격할인; 혜택지각; Social commerce; Online luxury; Price discount; Perceived benefit
Issue Date
201502
Publisher
한국의류학회
Citation
한국의류학회지, v.39, no.1, pp.30 - 42
Abstract
This study examined: 1) the effects of fashion luxury product price discounts in social commerce on perceivedbenefit and purchase intention, and 2) differences in such effects by social commerce trust, brandand design preferences for luxury products as well as social commerce and online luxury product purchaseexperiences. Three discount rates representing high, mid, and low for a luxury product sold in social commercewere manipulated and tested on female consumers and 486 online responses were analyzed. Theresults revealed that the price discount affected perceived benefit but did not affect purchase intention. Benefits were highly perceived at high and mid discount rates compared to the low rate. Social commercetrust, brand preference, and design preference affected perceived benefit and purchase intention, but theinteraction effect with price discount was observed only in the design preference to perceived benefit. Thepurchase experience of online luxury products also affected purchase intention. Implications from the resultswere also discussed.
URI
http://hdl.handle.net/YU.REPOSITORY/33354
ISSN
1225-1151
Appears in Collections:
생활과학대학 > 의류패션학과 > Articles
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