고급 브랜드 구매 동기의 척도 개발 = A Study on Scale Development for Purchase Motivation of Prestige Brand

다국어 초록 (Multilingual Abstract)

This research have drawn dimensions and developed specific scales to identify consumers’ motivations in purchasing prestige brands. The procedure to develop the scales thoroughly followed the process of Churchill(1979). Previous literatures of prestige brand and the motivation of purchase were reviewed and dimensions and preliminary items to measure the purchase motivation of prestige brands were developed via FGI and In-depth interviews. Exploratory factor analysis revealed 5 factors and 17 measurement items, reliability and validity were obtained via confirmatory factor analysis. Also, discriminant validity were obtained through confirmatory factor analysis using LISREL. As a result, the dimensions and items for the motivation to buy prestige brands were conspicuousface motivation(4 measurement items), affectivehedonic consumption motivation(4 measurement items), need for uniqueness consumption motivation(4 measurement item3), conformity-intimate consumption motivation(4 measurement items) and quality pursuit consumption motivation(2 measurement items). Additionally rival models were selected to compare with the developed model and turned out that the developed model had better fit. This research deepens the research area about prestige brand consumption by developing an adequate measure of purchase motivation of prestige brands and gives practical implications by providing useful information to practitioners.

국문 초록 (Abstract)

본 연구는 소비자의 고급 브랜드 구매 동기(motivation)의 차원들을 도출하고 구체적인 측정 항목들을 개발하였다. 보다 엄격하고 체계적인 척도의 개발을 위해 Churchill (1979)의 척도개발 절차를 따랐다. 고급 브랜드 및 구매 동기와 관련된 기존 문헌을 고찰하였고 FGI, 심층면접을 통해 고급 브랜드의 구매 동기 요인의 차원 및 항목을 선정하였다. 탐색적 요인분석을 실시한 결과 5개 요인의 17개 항목이 선정되었고, 확인적 요인분석을 통해 신뢰도와 타당도를 확보하였다. 또한, LISREL을 이용한 확인적 요인분석을 실시하여 집중타당성과 판별타당성을 확보하였다. 그 결과, 선정된 고급 브랜드 구매 동기 차원 및 항목의 수는 과시체면 동기(4개 측정 항목), 감성쾌락 동기(4개 측정 항목), 개성추구 동기(4개 측정 항목), 동조유행 추구 동기(3개 측정 항목), 그리고 품질추구 동기(2개 측정 항목)이었다. 추가적으로 경쟁모형을 설정하여 본 모형과 비교한 결과 본 모형이 더 적합한 모형인 것을 확인하였다. 본 연구는 그동안 연구되지 않았던 고급 브랜드를 구매하는 구매 동기에 대한 척도를 개발함으로써 해당 연구에 학문적인 깊이를 더하고 기업의 실무자들에게 유용한 정보를 제공한다는 면에서 실무적 의의가 있다.

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