The Effect of MZ Generation's Luxury Fashion Product Selection Attributes on Consumer Satisfaction and Purchase Intention

• 발행기관: 국제융합경영학회
• 저자명: Moon Sang LYU
• 간행물 정보: 『융합경영연구』Vol.11 No.1, 13~19쪽, 전체 7쪽
• 주제분류: 경제경영 > 경영학
• 파일형태: PDF
• 발행일자: 2023.02.28

영문 초록

Purpose: This study aims to determine which optional attributes are more important for the MZ generation when purchasing luxury fashion goods. Although sales are slowing down in all industries due to COVID-9, sales of luxury fashion goods are instead increasing, centered on the MZ generation. Companies are expanding online sales channels and transforming to gain more attention. Research design, data and methodology: Selection attributes are considered to be more crucial, when customers select luxury fashion products such as prestige image, brand awareness, reasonable price, and product quality, were researched and also find the correlation between satisfaction and purchase intention were analyzed. A survey was conducted focusing on the MZ generation, and the contents of the survey were analyzed using the SPSS 22.0 program and the Amos 26.0 program. Results: As a result of the study, selection attributes as prestige image, brand awareness, and product quality were proved to influence significantly on satisfaction. Moreover, the path of satisfaction to purchase intention proved significant. But reasonable price did not influence on MZ generations satisfaction. Conclusions: The research results present the selection attributes of luxury fashion products and provide significant implications when the MZ generation selects the attributes of luxury fashion products.

키워드

Luxury Fashion Selection Attribute Satisfaction Purchase Intention MZ Generation