A Study on How Chemyon Influence Consuming Behaviors for the Luxury Brands

Abstract

: The purpose of this study was to investigate the influence of luxury brand value on luxury brand preferences according to chemyon(social-face). For data collection, research questionnaires were responded by 222 females over 20 years old consumers living in Pusan and Ulsan. The collected data were analyzed using SPSS 14.0 for windows Package by frequency analysis, the factor analysis using Varimax, reliability analysis, multi-regression analysis, and chow-test. The results of this study were as follows: First, concerning the worth of luxury brands that qualify value, conspicuous value, unique value, and emotional value significantly affected the consumers' luxury brand preferences. On the other hand, only social value of the luxury brand did not have a significant effect on the consumers luxury brand preferences. Second, the study was to investigate whether the luxury brand value has an effect on the brand preferences according the consumer's chemyon or not. The results showed different effects of perceived values on luxury brand preferences between the low chemyon group and the high chemyon group. The high chemyon group had an effect on conspicuous value, social value, and emotional value, while the low chemyon group had an effect on quality value for luxury brand preference.

Fashion designers' decision-making process: The influence of cultural values and personal experience in the creative design process

“…Sales of luxury fashion brands in Korea are still increasing, at 11.9 percent in 2013 (Ministry of Trade, Industry, & Energy, 2013). One of the reasons why consumers are willing to buy luxury brands is that such brands are regarded as assets, and consumers want to be different and draw the attention of others (Suh, Oh, & Jeon, 2011). Koreans tend to think that luxury fashion goods are intended for fulfilling consumers' yearnings for uniqueness and differentiating themselves from others through perceived prestige values (Park et al, 2008).…”

“…Koreans are under the stress of needing to improve their public reputations to prove themselves as to be better than their fellow group members. Social face (chemyon) pressure is especially important with respect to purchasing tangible products like clothing (Chang, Burns, & Francis, 2004;Suh, Oh, & Jeon, 2011). Several studies indicate that consumers who enjoy "comfortable culture" are likely to spend more money on luxury fashion goods representing wealth (Wong & Ahuvia, 1998;Park et al, 2007).…”

“…Several studies indicate that consumers who enjoy "comfortable culture" are likely to spend more money on luxury fashion goods representing wealth (Wong & Ahuvia, 1998;Park et al, 2007). In Korean culture, social face symbolizes who you are; it helps to distinguish the proper way to act, reputation, honor, competence, and social status (Suh et al, 2011).…”

“…Social face has long been considered to be one of the most important factors in Korean society, because it determines how to act both in public and in association with other members of the group. Many scholars have studied the relationship between social face and the purchasing behavior of Koreans (Yoo, 2007;Sung;Kim et al, 2008, Choi, 1993, Suh et al, 2011. Yoo (2007) found that among many other psychological characteristics of Koreans, social face is especially highly correlated with consumption habits.…”