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A Study on Product Attitude, Satisfaction, and Repurchase Intention toward Celebrity Goods by Type of Consumption Value

  • Journal of The Korea Society of Computer and Information
  • Abbr : JKSCI
  • 2024, 29(9), pp.237-244
  • DOI : 10.9708/jksci.2024.29.09.237
  • Publisher : The Korean Society Of Computer And Information
  • Research Area : Engineering > Computer Science
  • Received : July 22, 2024
  • Accepted : August 29, 2024
  • Published : September 30, 2024

Mi-Jung Bok 1

1광주여자대학교

Accredited

ABSTRACT

This study attempted to categorize the consumption value of 310 ordinary people with experience purchasing celebrity goods and then analyze product attitude, satisfaction, and repurchase intention toward celebrity goods by type. The data were analyzed with PASW 18.0 program. The results of the study were as follows: First, the consumption value types are 'consumption value indifferent type(11.3%)', 'impulsive consumption value seeking type(25.2%)', 'consumption value sensitive type(20.3%)', and 'self-satisfaction seeking type(43.2%)' were categorized into four groups. Second, the analysis of the socioeconomic characteristics by consumption value type and differences in celebrity goods purchasing behavior revealed significant differences only in the average annual purchase frequency and the average cost per purchase. Third, the analysis of consumers' product attitudes, satisfaction, and repurchase intentions toward celebrity goods by consumption value type showed that the consumption value sensitive type highest in all three areas, while the consumption value indifference type the lowest. In the future, there will be a need to analyze the characteristics and desires of consumers who are likely to repurchase celebrity goods.

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