Understanding Consumer Perceptions of Luxury Vintage Fashion

• 영문명: Understanding Consumer Perceptions of Luxury Vintage Fashion
• 발행기관: 강원대학교 경영경제연구소
• 저자명: Tungyun Liu Sijun Sung Heeju Chae
• 간행물 정보: 『아태비즈니스연구』제14권 제1호, 41~57쪽, 전체 17쪽
• 주제분류: 인문학 > 문학
• 파일형태: PDF
• 발행일자: 2023.03.30

영문 초록

Purpose - The purpose of this study is to research how the different types of experiences affect consumer’s recognition in terms of luxury vintage fashion products, and what kinds of value consumer can achieve. Design/methodology/approach - The study is based on the means-end chain (MEC) approach for an in-depth understanding of consumers’ recognition systems through conducting the laddering interview technique. Above all, the research conducted a pilot test to gain attributes of consumer experiences about luxury vintage fashion products from Korean and Taiwanese. Findings - It is found that not only by actual purchase, experience without purchasing also can lead to consumers’ self-fulfilment and self-accomplishment, which filled the lack of relevant literature in the luxury vintage industry. In addition, the study sorted out the channels that consumers approach LVF products, which provide a classification reference for future research related to the luxury vintage consumer. Research implications or originality - As consumers can gain a lot kind of value through LVF products, luxury brands can attract consumers by using vintage as a market strategy. For luxury marketers, by running LVF shopping mall online or opening LVF stores, not only allow consumers’ attach with LVF products but also can further lead to the purchase behaviors. In addition, consumers who are interested in LVF are those who are aware of the authenticity, uniqueness, and rarity of the brand. Due the fact, these consumers may be interested in the topic of sustainability.

목차

Ⅰ. Introduction

Ⅱ. Literature Review

Ⅲ. Research Method

Ⅳ. Results

Ⅴ. Discussion

Ⅵ. Implication

Ⅶ. Limitation and future study

References

키워드

Luxury Vintage Experience Social Media Exhibition Means-and-Chain (MEC)