| Abstract |
| The purpose of this study is to examine how consumers` need for uniqueness and conspicuous consumption tendency affect their attitude toward and purchase intention of fashion collaboration products.
Collaboration is a new strategy to satisfy the needs of different consumers by tying-up two different brands for the same goal for a certain period. This study focused on the fact that fashion collaboration products has scarcity due to limited production and takes advantage of the partner brands` reputation by collaborating with famous brands.
A survey was conducted to women in their 20`s and 30`s who are living in Seoul area. In order to verify the validity and credibility of the instrument, a pilot study was conducted to 32 women in July 2008. The main survey was distributed to 589 women in fashion area in August 2008. The instrument included measures of need for uniqueness, conspicuous consumption tendency, attitude toward fashion collaboration products, intention to purchase fashion collaboration products, and demographics. SPSS 12.0 was used for factor analysis, correlations, and multiple regression.
Conclusion of this research is as follows.
First, Consumers` need for uniqueness affected to the consumption on fashion collaboration products. The creative choice factor of need for uniqueness had a positive influence on attitude toward and intention to purchase fashion collaboration products.
Second, Consumers` conspicuous consumption tendency affected their attitude toward and intention to purchase fashion collaboration products. Those who have higher tendency of conspicuous consumption showed more interest in fashion collaboration products. Therefore, tying up with famous prestige brands will increase the possibility for success of collaboration products.
Third, the relation between demographic characteristics and attitude toward fashion collaboration products wasn`t big. However unlike other demographic characteristics, age and average monthly expenditure on fashion items had relationships with attitude toward fashion collaboration products. Younger consumers and/or those with higher expenditure were more intended to purchase fashion collaboration products consumption.
This research will help establish the marketing strategy for launching new fashion collaboration products by discovering the relationships between consumer`s consumption patterns and their attitude toward fashion collaboration products. |
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| Key Words |
| 콜레보레이션, 독특성 추구경향, 과시적 소비성향, Collaboration, Consumers`Need for Uniqueness, Conspicuous Consumption |
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