Product Attributes’ Effects on Perceived Values and Repurchase Intention in Korea, USA, and France

다국어 초록 (Multilingual Abstract)

The purposes of this study are 1) to understand the roles of product attributes (i.e., intrinsic cues: aesthetic and functional cues, extrinsic cues: brand image) with regard to perceptions of value and repurchase decisions and 2) to understand the moderating effects of price and consumer nationality on the relationships between product attributes (i.e., aesthetic and functional cues, brand image), perceived values (i.e., psychological value, economical value), and repurchase intention.
A sampling plan was developed to ensure that the study included certain types of respondents. Data collection was conducted at three universities located in the Midwestern United States, in Seoul in the Republic of Korea, and in Paris, France. The samples consisted of undergraduate and graduate students who volunteered for the study. This study investigated cross-cultural differences in the consumption of jeans in three countries, the USA, France and Korea.
Questionnaires were distributed to 1,000 respondents between January 4 and March 20, 2010. Of the 778 returned, 269 were collected from Seoul, 172 from the US Midwest, and 307 from Paris. For the data analysis, confirmatory factor analysis (CFA), path analysis for modeling test, mediation analysis, multi-group analysis were estimated using Amos 17.0.
The following conclusions have been drawn from the results of this research:First, in postpurchase contexts, the impact of intrinsic and extrinsic cues on repurchase intentions is different. The intrinsic cues (i.e., aesthetics and functionality) affected repurchase intentions indirectly, mediated by perceived psychological and economic value. The extrinsic cues (e.g., brand image) influenced repurchase intentions directly. These results suggest that extrinsic cues such as brand image are more important than intrinsic cues in postpurchase contexts.
Second, price plays a significant role in moderating the relationships between product attributes, perceived value and repurchase intentions. Functional cues had a greater impact on perceived economic value for products in the low-price category. Brand image had a greater impact on repurchase intentions for low-price products. These findings suggest that brand image is important to consumers in purchasing low-priced jeans, but that price may be an important determinant for consumers in deciding whether to purchase high-priced jeans.
Third, consumers in Korea, the USA, and France differed with regard to the relationships between intrinsic and extrinsic cues, perceived value and repurchase intentions in their purchasing decisions. For Korean consumers, functional cues did not have a strong influence on perceived value and repurchase intentions. Korean consumers may not consider functional cues to be as important as aesthetic cues in their repurchase decision-making process. American consumers infer economic value from aesthetic and functional cues. French consumers infer economic value from functional cues, but Korean consumers infer economic value from emotional aspects such as aesthetic cues.
For American consumers, functional cues played a more important role in determining perceived value than other cues, brand image had a more significant influence on perceived economic value, and perceived economic value significantly influenced repurchase intentions. This result may be because brand image influences perceived economic value and repurchase intentions directly for American consumers. This finding is consistent with the research of Chen-Yu et al. (2010), who found that American consumers tended to consider how well-known a brand was to be more important than Korean consumers did.
For French consumers, aesthetic cues influenced perceived psychological value and functional cues influenced perceived economic value. They evaluated the psychological value of jeans on the basis of aesthetic cues and their economic value on the basis of functional cues. They formed their repurchase intentions on...

다국어 초록 (Multilingual Abstract)

本文的研究目的：1)理解产品属性（例如:内部线索：美感和功能；外部线索：品牌形象）对于价值知觉和再购买决定的作用；2）理解价值和消费者国籍对于产品属性与感知价值，及再购买维度关系的调节作用。样本选择时为了考虑到研究的有效性决定选择多种的被访问者。数据分别收集于美国中西部、韩国首尔，和法国巴黎的三所高校，包含了本科生和研究生，针对于他们的牛仔服购买行为。问卷收集于2010年1月4日至3月20日，共有1000名被访问者参与研究。其中778份有效问卷得到回收，172份来自美国，269份来自韩国，307份来自巴黎。数据分析通过AMOS 17.0来实现，包括的分析方法有模型分析，中介变量分析，多组别分析。通过分析，我们得到了以下结论：首先，在购买后的行为中，内部和外部因素对于再购买意图的影响是不同的。内部因素（包括美感和功能性）间接影响再购买意图，以心理和经济价值的为传递中介。外部因素（包括品牌形象）可直接影响再购买意图。结论指出，外部因素要更为重要。其次，价格在产品属性，预期价值，和再购买意图的关系上具有调节效应。在低价格产品类别中，功能线索对于预期经济价值的影响更大，品牌价值对于在购买意图的影响更大。再次，国籍也会对于产品属性，感知价值，和再购买意图的关系产生调节作用。例如，对于韩国消费者来说，功能线索对于感知价值和再购买意图没有任何影响。相反，美感对于他们更为重要。对于美国消费者而言，美感和功能线索会影响经济价值。而法国消费者的经济价值只会收到功能线索的影响。对于美国消费者而言，功能线索在他们的决策过程中比其他线索都更为重要，品牌形象对于经济价值预期的影响更为重要，而经济价值预期对再购买意图有直接的影响。本研究肯定了Chen-Yu et al. (2010)的研究。该研究指出美国消费者比韩国消费者更愿意考虑知名品牌。对于法国消费者而言，美感影响他们的心理价值，而功能线索影响经济价值预期。他们的牛仔服装的心理价值预期收到美感的影响，而经济价值预期受到功能线索的影响。而他们的再购买意图受到心理价值和品牌形象的影响。研究指出美感和品牌形象在法国消费者的购买行为中作用最为明显。基于这些结论，我们可以提出很多管理建议。

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