명품브랜드를 향한 태도에 대한 소비가치 및 신념의 영향

Despite increasing consumption of luxury brands, research about consumption of luxury brands is limited. The purpose of this article is to gain a deeper understanding of important role of intrinsic consumption motivations in consumption of luxury brands. This article investigated the relationships among consumption motivations, conspicuous consumption belief, product quality belief, and attitude toward consumption of luxury brands using structural equation modeling. The results reveal that, other-oriented consumers were likely to have strong conspicuous consumption belief, whereas consumers with strong self-oriented value tended to place more importance on product quality attribute of luxury brands. Moreover, Consumers who take into account extended-self tended to have strong conspicuous consumption belief while consumer who put more importance on experientialism were more likely to have greater importance on product quality attribute. And both conspicuous consumption belief and product quality belief influenced positive attitude formation toward luxury brands.