명품브랜드 구매의도 : 영향요인들 간의 구조적 관계 - 합리적 행동이론을 중심으로 -

This article investigates the process of behavioral intention formation and its determinants of luxury brands based on the theory of reasoned action which is modeled by Fishbein and Ajzen(1975; Ajzen and Fishbein 1980). More specifically this article investigates how the variables of self-monitoring, consumer ethnocentrism, and the symbolic and the utilitarian value of a procuct affect the relationships among constructs(subjective norms, attitude, and intention) in the theory of reasoned action. The results of the empirical findings are as follows. First, self-monitoring had not only direct positive effects on attitudes and the symbolic value of a product, but also had indirect positive effects on intentions through attitudes and the symbolic value of a product. The direct effect of self-monitoring on subjective norms was positive but not significant. Second, consumer ethnocentrism had not only direct negative effects on subjective norms and intentions, but also had indirect negative effects on intentions through subjective norms and attitudes. Third, subjective norms had not only direct positive effects on attitudes and intentions, but also had indirect positive effects on intentions through attitudes. Forth, the symbolic and the utilitarian value of a product had direct positive effects on intentions. The symbolic value of a product had more strong effects on intentions than the utilitarian value of a product. The total effect of subjective norms on intentions was .481, consumer ethnocentrism -.465, attitude .386, self-monitoring .234, symbolic value of a product .218, utilitarian value of a product .121 in order.