지각가치가 중국 젊은층의 중고명품 구매의사에 미치는 영향에 관한 연구 = A Study on the Effect of Perceived Value on the Intention to Purchase Second-hand Luxury Goods by Young People in China

다국어 초록 (Multilingual Abstract)

As the standard of living and quality of life continuously improved, consumers' ability to purchase luxury goods continued to improve, and China became the world's largest luxury consumer market. According to the forecasts of related organizations, the size of the luxury market in China will be 750 billion yuan in 2023 and sales in the luxury market in China will finally be 956 billion yuan in 2022, accounting for 38% of the global luxury market. It can be seen that the development prospects of the Chinese luxury market are wide. The used luxury market has entered a period of rapid growth as the epidemic has affected the luxury proxy purchase channel and the price hikes of luxury brands overlap. China's used luxury consumers are characterized by young people, which is internally related to the economic power of young people and consumer sentiment seeking generational change. Used luxury goods have the greatest advantage of being able to purchase more than half or 70% of new luxury goods at low prices, so more and more consumers, especially young people, the main group of current consumption, have become the main consumers of used luxury goods. Although the size of used luxury goods in China is currently relatively large, the market is still in its infancy and has great development potential. Chinese consumers are not entirely dependent on individual will when they consume, but are influenced by other aspects. Used luxury goods are complex and require consumers to be more careful when purchasing products. When purchasing a product, the consumer's perception of their own product plays an important role in consumer purchase decision-making, and the merchant's reputation also influences the consumer's product purchase. In this context, it is of theoretical and practical significance to study the influence of cognitive value on the purchase behavior of young people by introducing the merchant's reputation as a control variable.

참고문헌 (Reference)

1 류미현 ; 장몽교, "확장된 목표지향행동 모델을 적용한 중국 소비자의 명품구매의도에 관한 연구 : 소비가치의 조절효과 중심으로" 16 (16): 101-130, 2019

2 지성구 ; 이소연 ; 여찬구, "중국 소비자의 명품 구매의도 : 합리적 행동이론의 적용" 34 (34): 21-29, 2016

3 나광진 ; 권민택 ; 왕샤오첸, "중국 소비자들의 온라인 중고명품 구매행동에 관한 연구" 19 (19): 283-292, 2021

4 부설신 ; 방정혜 ; 김민선, "중국 명품 온라인쇼핑몰의 유명인 모델과 CSR 의 영향에관한 연구 : 정교화가능성모델(ELM)을 중심으로" 22 (22): 627-632, 2021

5 이지용, "중고명품 판매 및 구매 동기와 행동" 건국대학교 대학원 2012

6 이민선 ; 남대일, "유니콘 기업들의 투자 유치 지속 기간, 정부 정책, 해외 투자자가 Exit 가치평가에 미치는 영향에 대한 연구" 15 (15): 1-11, 2020

7 리무저 ; 김경숙, "브랜드 인지도 향상을 위한 파사드 디자인 구성요소에 관한 연구-중국 지역의 명품 플래그십 스토어를 중심으로" 19 (19): 185-196, 2024

8 강병찬, "명품관광 인식과 지각된 가치가 브랜드 태도 및 행동의도에 미치는 영향" 경희대학교 대학원 2021

9 김병숙 ; 이동철, "명품 쇼핑 요인과 소비자 추구가치가 쇼핑 만족도에 미치는 영향" 9 (9): 1345-1355, 2007

10 민기준, "로컬푸드에 대한 지각된가치가 만족도와 행동의도에 미치는 영향" 가톨릭관동대학교 일반대학원 2016

11 하영임 ; 안아람 ; 권순동, "기업지원사업의 서비스품질이 지각된 가치와 고객만족도에 미치는 영향" 13 (13): 399-418, 2017

12 이흔영 ; 김경숙, "VMD 기법에 의한 팝업 스토어 공간구성 요소가 브랜드 경험에미치는 영향에 관한 연구-중국 내 명품 POP-UP Store 사례를 중심으로" 18 (18): 513-525, 2023

13 Vickers, J. S., "The marketing of luxury goods : An exploratory study–three conceptual dimensions" 3 (3): 459-478, 2003

14 Yu, S., "The effects of consumers’ perceived values on intention to purchase upcycled products" 11 (11): 1034-, 2019

15 Kempa, S, "Sales promotion, hedonic shopping value, and impulse buying on online consumer websites" 2020

16 Henninger, C. E., "Perceived brand image of luxury fashion and vintage fashion—an insight into Chinese millennials’ attitudes and motivations" 97-110, 2018

17 Olson, C. L., "On choosing a test statistic in multivariate analysis of variance" 83 (83): 579-, 1976

18 Sun, Y., "How live streaming influences purchase intentions in social commerce : An IT affordance perspective" 37 : 100886-, 2019

19 Cho, Y. C., "Exploring factors that affect usefulness, ease of use, trust, and purchase intention in the online environment" 19 (19): 21-, 2015

20 Woodruff, R. B., "Customer value : the next source for competitive advantage" 25 : 139-153, 1997

21 Zeithaml, V. A., "Consumer perceptions of price, quality, and value : a means-end model and synthesis of evidence" 52 (52): 2-22, 1988

22 Sweeney, J. C., "Consumer perceived value : The development of a multiple item scale" 77 (77): 203-220, 2001

23 Kotler, P., "Broadening the concept of marketing" 33 (33): 10-15, 1969

24 Schwartz, S. H., "Are there universal aspects in the structure and contents of human values?" 50 (50): 19-45, 1994

25 Liu, S., "Are mass-market digital strategies an oxymoron in the luxury fashion industry? An insight from China" 125-140, 2022

26 Shafiq, R., "Analysis of the factors affecting customers' purchase intention: The mediating role of perceived value" 2011

27 Fichman, R. G., "Adoption of software engineering process innovations : The case of object orientation" 34 (34): 7-, 1993

28 Vigneron, F., "A review and a conceptual framework of prestige-seeking consumer behavior" 1 (1): 1-15, 1999

29 Cronin, J. J., "A cross-sectional test of the effect and conceptualization of service value" 11 (11): 375-391, 1997

30 Wang Xinge ; 박성연 ; 루오홍, "20 대 중국 여성 소비자들의 라이프스타일 유형과 명품 구매 행동에 관한 연구" 31 (31): 123-151, 2020