성격과 명품가방의 로고과시성이 구매의도와 기억에 미치는 효과

Abstract

Despite economic recession, conspicuous consumption behavior still leads high demand in luxury goods. According to Bain & Company’s research on luxury market growth in different countries, the world luxury market grew up to 246 billion dollars. Also, according to Samsung Fashion Institute, by 2018 the growth will reach 439 billion dollars. The luxury market has especially high growing rate in Asia, Korea being the 8th largest market by 10.3billion dollars. Purchasing luxury items has become banal, and luxury goods consumers’ age, preference, and etc. have diversified. First, as the consumers’ age demographic has gotten younger, luxury goods purchase in 20s have increased. Second, consumers’ interest in masstige goods increased. Third, as a demand for logoless products has increased, more researches on luxury goods consumption are needed. Most of existing researches on luxury goods consumers are focused on demographic and psychological characteristic and purchase intention, thus they are insufficient to define changes in luxury market. This study targeted college students in their 20s and brought in new consumer characteristic that is personality. Using this new indicator, the study will examine characteristics of luxury goods consumers. Also by analyzing consumer purchasing behavior regarding logo(less) products, the study intends to suggest new marketing strategies. In order to meet the goals for the study, following questions were established. First, to analyze effects personality has on purchasing intent and recognition memory of classic luxury and masstige goods. Second, to analyze effects brand logos have on purchasing intent and recognition memory of classic luxury and masstige goods. Third, to analyze effects classic luxury and masstige goods have on purchasing intent and recognition memory. The research was conducted during two sessions. The participants were female university students in Busan. 102 participants were chosen for the experiment, excluding people with corrected eyesight or color blinds. 20 questions were drawn from the Big Five personality traits standardized in 2006 research of Donnellan etc. 30 pictures of classic luxury bags and masstige bags with logos were selected to generate pictures of logo-less bags. Adobe Illustrator was used to remove the logos. Both original and modified pictures included bags identical in design, color, details, and etc. Purchasing intent was measured through questioning, “ If you were to purchase this product, what is the maximum price you would pay?” The participants indicated an amount up to 5 million Korean Won. Recognition tests were given by [Have you seen this bag/or not] question. Response time and error response rate were measured. Experiment procedures are as follows. The participants and researchers engaged in the experiment one to one. The pictures of the products were shown to the participants using DMDX experiment software on a laptop computer. First, personality Test was conducted. Second, purchasing intent was examined. The participants were randomly divided into group 1 and group 2. Group 1 were presented with 30 classic luxury bags with logos and 30 masstige bags without logos. Group 2 were presented with 30 classic luxury bags without logos and 30 masstige bags with logos. The bags were shown one at a time and the order of presentation was controlled by order control software to present the bags at random. Third, recognition test was conducted by randomly mixing the 60 pictures that were shown with the 60 pictures that were not previously shown to each of the groups for a total of 120 pictures. SPSS 19.0 statistical package, regression analysis, one-way anova, and paired t-test were used for data analysis. Research results are as follows. First, A factor of conscientiousness showed a statistically significant positive(+) influence on purchasing intent of classic luxury goods. People with high conscientiousness had a high intent to purchase classic luxury goods. A factor of Openness to experience showed a statistically significant positive (+) influence on recognition memory of masstige goods. People with high openness to experience had a quick memory response time to masstige goods. This can be interpreted as masstige goods being easy to remember and have a lasting effect on consumer memory. Second, Classic luxury goods, it was shown that purchasing intent was higher for products with logos than that of products without logos. Masstige goods, it was shown that purchasing intent was higher for products with logos than that of products without logos. This showed that the psychology of owning the logo rather than the product played a significant role for university students in their 20’s, ultimately caused by the Halo Effect of the brand’s logo. A luxury goods’ brand logo did not have a statistically significant influence on recognition memory. Third, Masstige goods showed a lower purchasing intent compared to that of classic luxury goods. Masstige goods showed a high error response rate on recognition memory compared to that of classic luxury goods. It is considered that the luxury goods purchasing intent of university students in their 20’s was shown to be high for classic luxury goods, due to the overall trend toward luxury consumption in society, and high-price-preference phenomena. Academic and practical significances of this study are as follows. The results of this research comparatively analyzed the personality characteristics of consumers with purchasing intent and recognition memory of the brand logo of “classic luxury goods” and the brand logo of “masstige goods”. This research is academically significant because it examined the purchasing behaviors of luxury goods according to the characteristics of the consumer from various perspectives. Also, the study is academically significant since it conducted 1:1 experiment design rather than using survey method and applied memory, which is an important factor leading in to purchasing intention, to the experiment. The results will provide useful information when establishing marketing strategies for both the classic luxury market and the masstige market. Limitation of this study and suggestions for future studies are as follows. This study was conducted by female college students in their 20s living in Busan that it is difficult to generalize the study result. Future study should extend the investigation regarding experimenters’ location, age, and occupation. Also this study disregarded sizes of logos and excluded products that used logos as patterns. Future studies should specify the research materials.