Korean-American Consumer Attitude Toward Luxury Fashion Products
Korean-American Consumer Attitude Toward Luxury Fashion Products
- 주제(키워드) luxury fashion products , Korean-American , ethnic identity , fashion reference group
- 발행기관 대한가정학회
- 발행년도 2008
- 총서유형 Journal
- UCI G704-001557.2008.9.2.002
- KCI ID ART001303064
- 본문언어 영어
초록/요약
This study examines the influence of acculturation level and ethnic groups as a fashion reference group on Korean-American consumer attitude toward luxury fashion brands. Of interest is the role of Korean culture, which emphasizes luxury brand consumption due to the Confucion value of ‘face’, on Korean- American attitudes toward luxury brands. Data were collected from 108 young Korean-Americans living in the Pacific Northwest of the United States. Descriptive statistics, factor analysis, and multiple regressions were conducted for the analysis. In general, the respondents had relatively negative attitudes toward luxury fashion brands. Even though the acculturation level did not have a significant influence, attitudes toward luxury fashion brands were influenced by Korean reference groups. Age at immigration did not have a significant relationship with attitudes toward luxury brands. Korean- Americans who maintain ties with Korean culture are more likely to have a positive attitude towards luxury fashion, regardless of familarity with American culture.
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