The Effect of Celebrity Conformity on the Purchase Intention of Celebrity Sponsorship Brand : The Moderating Effects of Symbolic Consumption and Face-Saving

다국어 초록 (Multilingual Abstract)

As media is becoming more influential in the era of new media, the impact and the power of celebrities of stage and screen have become greater than ever. Gradually, consumers tend to make their purchase decisions based on the symbolic and imagery aspects rather than substantial use of a product. Thus, popularity, affinity, and image of celebrities have a great impact on consumers so that wide range of consumers can be effectively led to mass purchase (The Korea Economic Daily, 2006). Accordingly, media is fully utilized not only as a direct commercial medium, but also as a vehicle for the spread of fashion trend via celebrities. Thus, a ‘star marketing’ strategy is fully activated and many celebrities not only promote brand awareness, but also stimulate consumer desires with sponsorship brands. In addition, face-saving Korean culture encourages the growth of public interests towards celebrity sponsorship brands. However, researches that examined the social and psychological factors of conforming and imitating behavior of celebrity products are limited. This research considered celebrity conformity as a variable that explains consumer imitating behavior in the luxury-fashion industry and examined whether consumer’s celebrity conformity level affects the purchase intention of celebrity sponsorship brand. Furthermore, this research also attempted to analyze the moderating effects of symbolic consumption and face-saving, which are regarded as influential consumer characteristics in luxury-fashion product consumption behavior. The test results showed that celebrity conformity had a positive effect on the purchase intention of celebrity sponsorship brand, thus, hypothesis 1 was supported. In addition, this research further analyzed the impact of the three sub-dimensions of celebrity conformity on the purchase intention of celebrity sponsorship brand. The results demonstrated that self-conformity and style-conformity positively (+) influenced the purchase intention of celebrity sponsorship brand. However, interest-conformity did not have any significant effect. This research also examined the difference between teen agers and adults. Both groups showed positive impact of conformity on purchase intentions. However, there was a difference in the effects of the three sub-dimensions of conformity. First, in teenagers’responses, only interest-conformity did not have an effect on the purchase intention of celebrity sponsorship brands but self and style-conformity had a significant influence on the purchase intention (p

목차 (Table of Contents)

• 1. Introduction
• 2. Literature Review and Hypotheses
• 3. Research Method
• 4. Results
• 5. Discussion

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