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Lee, Jonghyuk
- An Exploratory Study of Luxury Consumption in Korea: Implications for International Marketers and Advertisers
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Authors
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1 School of Journalism and Mass Communication, The University of Wisconsin at Madison, Madison, Wisconsin., US
2 Division of Communication Arts, Kwangwoon University, Seoul., KR
3 Temerlin Advertising Institute, Southern Methodist University, Dallas, Texas., US
1 School of Journalism and Mass Communication, The University of Wisconsin at Madison, Madison, Wisconsin., US
2 Division of Communication Arts, Kwangwoon University, Seoul., KR
3 Temerlin Advertising Institute, Southern Methodist University, Dallas, Texas., US
Source
International Journal of Marketing and Business Communication, Vol 1, No 4 (2012), Pagination: 1-12Abstract
Despite the growth and potential of the luxury market in Korea, there is a very limited amount of empirical knowledge about primary consumption motives. By surveying a sample of 200 non-student consumers from South Korea, the results suggest Korean consumers have three primary consumption motives. Findings reveal that the Conspicuousness motive and the number of visits to local luxury brand stores were positively associated with the volume of luxury goods purchases. In addition, this study revealed that there was a positive association between household monthly income and the expenditure for luxury goods consumption. Finally, this study provided implications for marketing strategists.Keywords
Luxury Brands Consumption, Consumption Motive, Korea
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