That's so Gucci: a comparison of cultural values and the influence of perceived values on luxury goods attitudes and purchase intention among Korean and Dutch millennials.

IF 2.2 4区 管理学 Q3 BUSINESS
Ka-Yan Joey Wong, Seong-Yeon Park
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Abstract

Millennials' increasing interest in luxury goods is extensively changing the luxury landscape. This cross-cultural study obtains a deeper understanding of which value perceptions influence South Korean and Dutch millennial consumers' purchase intentions for luxury goods. To reflect trends and the characteristics of millennials, this study analyzes four perceived values associated with luxury goods: investment, functional, individual, and social values. The findings reveal similarities and differences in the effect of the four perceived values on attitudes and purchase intention for luxury goods among Korean and Dutch millennials. Four dimensions of individualism versus collectivism (horizontal individualism, vertical individualism, horizontal collectivism, and vertical collectivism) are discussed by comparing cultural differences across the two countries. The results of this study contribute to the fields of luxury goods consumption, luxury consumer behavior, luxury goods marketing, and millennial consumer behavior.

Abstract Image

古驰就是这样:韩国和荷兰千禧一代的文化价值观以及感知价值观对奢侈品态度和购买意愿的影响的比较
千禧一代对奢侈品日益浓厚的兴趣正在广泛地改变着奢侈品的格局。这项跨文化研究更深入地了解了价值观念对韩国和荷兰千禧一代消费者奢侈品购买意愿的影响。为了反映千禧一代的趋势和特征,本研究分析了与奢侈品相关的四种感知价值:投资价值、功能价值、个人价值和社会价值。调查结果揭示了这四种感知价值观对韩国和荷兰千禧一代的奢侈品态度和购买意愿的影响的异同。通过比较两国的文化差异,讨论了个人主义与集体主义的四个维度(横向个人主义、纵向个人主义、横向集体主义和纵向集体主义)。本研究结果对奢侈品消费、奢侈品消费者行为、奢侈品营销、千禧一代消费者行为等领域都有贡献。
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来源期刊
CiteScore
5.80
自引率
7.70%
发文量
36
期刊介绍: Asian Business & Management (ABM) is an academic management and business journal with a focus on Asia. The journal covers topics in the areas of corporate governance, human resource management, marketing, organizational behavior, organization theory, strategy, technology management, and related areas. ABM distinguishes itself from general business and management journals as it focuses on the Asian context. The focus on Asia is an important and appealing feature of ABM. ABM is open to different methodological approaches, including quantitative, qualitative, mixed-methods, and conceptual work, contributing to an enhanced understanding of Asian business and management. Please refer to the 2018 Editorial for further details: https://link.springer.com/article/10.1057/s41291-017-0028-0  A rigorous double-blind peer review system, involving in-country and international refereeing, ensures that articles meet the highest quality standards.
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