| Abstract |
| With the globalization of fashion industry and the increase of luxury market, comsuption patttern of fashion consumer has been changed to various ways. This study investigated the comparison of luxury value preference, masstige consumption value and price perception in purchaser and non-purchaser of luxury goods. The statistical analysis used for the study were factor analysis, t-test, chi-square test.
Results showed that masstige consumption value consisted of fashion-oriented value, utility value, social value, confirmative-oriented value and aesthetic value. The luxury value consisted of consipicuousness, high quality, reputation and distinction. Price perception consisted of price value orientation, price-quality inference, price information, price-prestige inference and price reasonable seeking. The t-test results showed that between the group of purchaser and non-purchaser of luxury brand among the masstige consumers had significant differences on masstige consumption value, luxury value preference and price perception. |
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| Key Words |
| 매스티지 소비자, 매스티지 소비가치, 명품성, 가격지각, masstige consumer, masstige consumption value, luxury value preference, price perception |
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