CAJ | 학술논문

基于Marcoux等的研究对消费者炫耀倾向进行区分，结合品牌熟悉度分析二者对消费者炫耀性产品购买意向的影响。结果显示，低品牌熟悉度及炫耀性消费倾向高的消费者，炫耀性产品购买意向更高。品牌熟悉度与炫耀性消费倾向存在交互作用，低炫耀性消费者低品牌熟悉度下炫耀性产品购买意向更高，而高炫耀性消费者不同品牌熟悉度下炫耀性产品购买意向无显著差异。
기우Marcoux등적연구대소비자현요경향진행구분，결합품패숙실도분석이자대소비자현요성산품구매의향적영향。결과현시，저품패숙실도급현요성소비경향고적소비자，현요성산품구매의향경고。품패숙실도여현요성소비경향존재교호작용，저현요성소비자저품패숙실도하현요성산품구매의향경고，이고현요성소비자불동품패숙실도하현요성산품구매의향무현저차이。
Based on the conspicuous consumption dimensions,this paper examines the effect of brand familiarity and con-sumers’conspicuous consumption tendency on their purchase intention toward conspicuous products. As the results show, consumers have higher purchase intention in low-familiarity and high-tendency consumers. There is also an interaction effect. Low-tendency consumers have higher purchase intention for conspicuous products in low-familiarity,while there is no significant effect for high-tendency consumers.