한정판 구매에 미치는 심리적 동기에 관한 연구

Abstract

Purpose: One of the characteristics of the recent MZ generation is that they like to pursue specialties that are different from others. This is a time when the need for marketing strategies to satisfy consumers is becoming more important along with the growth of the limited edition market. This study empirically revealed the effect of satisfaction on repurchase along with the psychological motivation on consumers’ limited edition purchase intention. Research design, data, and methodology: A online survey was conducted on 250 Korean people who live in Seoul. First, a factor analysis for the psychological factors and dependent variables were performed to confirm reliability and validity. Second, to testify the relations among psychological variables, satisfaction, purchase intention, and repurchase intention, multiple regression were conducted based on the reliability and confirmative factor analysis results. Finally, by checking the discriminant validity, we empirically tested hypotheses after comparing the correlation value with the root average variance extracted. Results: For those who have never purchased a limited edition, it was found that narcissism and self-recognition had a positive effect on purchase intention. In the case of the experienced respondents, it was found that differentiation, show-off, and self-recognition had a positive effect on satisfaction. And satisfaction was found to have a positive effect on repurchase intention. Therefore, it is expected that the analysis of consumer sentiment in this study will help establish a limited edition marketing strategy for companies. Implications: As a result, we confirmed that some of psychological motivation were critical factors predicting consumer behavior regarding consumption of limited edition products. A company producing limited edition could use the result for segmenting a market and what type of advertising trigger a consumer.