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NTIS 바로가기한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.37 no.7, 2013년, pp.922 - 934
이혜주 (서울대학교 의류학과) , 추호정 (서울대학교 생활과학연구소)
This study investigates the motivations to purchase luxury brands by examining how individual characteristics (need for uniqueness, self-monitoring, and vanity) influence affective luxury brand attitudes and purchase intentions through two social function attitudes (self-expression attitude and self...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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2012년 중국 국적 소비자의 명품 매출 비중은 전 서계의 몇 %를 차지는가? | 또한 2008~09년 명품 산업이 불황으로부터 빠르게 회복하게 된 시장의 핵심 트렌드로 고객 국적 믹스를 들었다. 2012년 중국 국적 소비자의 명품 매출 비중은 전 세계의 25%를 차지하며, 일본 국적 소비자 비중은 14%, 기타 아시아 소비자의 비중은 11%로 전체 아시아 소비자의 매출 비중은 50%가 넘는다. 그리고 성장률 면에서도, 2011년 대비 유럽 5%, 미국 13%, 일본 8%, 전체 아시아 18%로 아시아의 명품 수요는 빠르게 신장하고 있다. | |
명품 브랜드의 특성은? | 명품 브랜드는 우수한 품질, 장인정신, 차별화된 스타일, 프리미엄 가격, 독특성, 세계적 명성 등의 특성을 지닌다(Nueno & Quelch, 1998). 이러한 특성들은 소유자들과 타인들에게 인지되면서 기능적, 경험적, 그리고 상징적 가치를 나타낸다(Berthon et al. | |
태도가 수행하는 기능을 네 가지로 구분하여 설명하시오. | Katz(1960)에 따르면 사람들이 어떠한 대상 또는 집단에 대하여 태도를 지니게 되는 것은 태도가 수행하는 기능 때문이며 그 기능을 다음과 같이 네 가지로 구분하였다. 첫째, 지식 기능(knowledge function)은 어떤 상황에 대하여 정리하고 조직화하며 불분명한 대상에 대한 의미와 이해를 부여하는 준거체계의 역할을 뜻한다. 둘째, 실용적 기능(utilitarian function)은 어떤 대상에 대한 보상과 처벌을 재정리하여 보상은 유지하고 처벌은 회피하려는 효용주의적 개념을 의미한다. 셋째, 자기 방어 기능(ego-defense function)은 자아존중감 유지 기능(self-esteem maintenance function)(Shavitt, 1989)이라고도 하며 위협요소로부터 자신을 분리시키는 심리적 방어 기제를 통하여 자아를 보호하는 기능이다. 넷째, 가치표현 기능(value-expressive function)은 자아개념과 자신의 중심 가치를 표현하는 기능이다. |
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