희소성 상황에서 몽골소비자의 명품가방에 대한 지각된 가치가 구매의도에 미치는 영향

초록

Mongolian luxury brand market has been recording a high growth rate in last ten years. Global luxury brands have been designed and produced limited edition products specifically to stress the unavailability of products. Scarcity appeals have been known for some time to be a very important and widely used marketing strategies. Scarcity strategies are employed by sellers to influence consumer’s decision making. This study verify the influences of perceived scarcity on purchase intention through mediating variables perceived quality, assumed expensiveness, perceived symbolic benefits, uniqueness and perceived value. This study aimed to determine how luxury brand bags can cope with Mongolian consumer’s increasing interest in the scarcity.

키워드