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NTIS 바로가기벤처창업연구= Asia-Pacific journal of business and venturing, v.13 no.6, 2018년, pp.1 - 14
As interest and consumption of luxury goods have become more popular, luxury goods market is growing rapidly. Consumers can acquire psychological satisfaction with material abundance by purchasing and using luxury goods. Also, from the view of corporations, luxury goods have price inelastic characte...
핵심어 | 질문 | 논문에서 추출한 답변 |
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소비는 어떤 기능을 가지고있는가? | 소비는 개인의 단순한 제품의 사용가치 뿐만 아니라 사회적 지위를 실현하려는 기능을 가지고 있다. 명품 소비행동도 이러한 측면에서 분석되어야 하며, 제품이나 서비스의 명품화를 지향하는 기업 입장에서는 명품성의 구성요소들을 파악하여 이를 제고할 수 있는 방안을 모색하여야 한다. | |
명품에 대한 소비자의 지각은 심리적인 만족까지도 크게 영향을 받는 이유는 무엇인가? | 소비자가 특정제품에서 지각하는 가치는 소비자의 제품평가 및 구매행동을 결정하는 중요한 요인이다. 소비자는 제품속성을 평가하여 개인이 추구하는 가치와 연결시키려고 한다. 따라서 명품에 대한 소비자의 지각은 일반적인 제품속성뿐만 아니라 그 제품속성이 유인하는 명품성에 의해 기능적 욕구와 함께 심리적인 만족까지도 크게 영향을 받는다고 볼 수 있다. | |
많은 소비자들이 명품을 선호하는 이유는 무엇인가? | 많은 소비자들이 명품을 선호하는 이유는 명품이 갖고 있는 독특한 성격 때문이다. 명품은 소비자에게 물리적, 심리적 만족감을 줄 수 있다. |
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