Effects of Women's Shopping Values upon Intention to Pay Premium Price and Purchase Intention

Purpose – The purpose of this study was to investigate face sensitivity's role of effects of shopping values cognized by women upon intention to pay the premium price as well as intention of use of hyper market, and difference of the variables cognized by wine generation and silver generation, and to find out marketing conditions of target group of hyper markets. Research Design, Data, and Methodology – This study classified shopping value into hedonic value and utilitarian value to give model of face sensitivity at relation between intention to pay the premium price and purchasing intention. The subject of questionnaire was women members at 'A' culture center. Regression and 3-stage mediating regression were used. Results – Not only hedonic value but also utilitarian value had positive influence upon face sensitivity, and face sensitivity had positive influence upon intention to pay the premium price and purchasing intention. The face sensitivity partially mediated between hedonic value and purchasing intention, and variables had no difference of generation. Conclusion – Hyper market needed to stimulate consumers' face desire and to promote shopping values being original.