2010 Global Marketing Conference at Tokyo 768

THE EFFECT OF INTRINSIC AND EXTRINSIC PRODUCT ATTRIBUTES

ON PERCEIVED VALUE AND REPURCHASE INTENTION ABOUT JEANS
BRANDS: CROSS CULTURAL COMPARISON AMONG SOUTH KOREA,
UNITED STATES, AND FRANCE

Eunju Ko, Yonsei Unversity, Korea

Mia Lee, Yonsei Unversity, Korea
Minyong Lee, University of Kentucky, USA
Michel Phan, ESSEC Business School, France
Yoo Kyung Hwang, Yonsei Unversity, Korea
Heeju Chae, Yonsei Unversity, Korea
JungHyun Jang, Yonsei Unversity, Korea

ABSTRACT

The purpose of this study is to compare the influences between extrinsic cues and
intrinsic cues on consumers’ evaluation of product and purchase decision. Moderating
effects of price and nationality are also examined. Survey questionnaire was
developed for the survey. The data collection was conducted three universities in
Mid-western area at United States, Seoul in Republic of Korea, and Paris in France in
2010. A total of 778 questionnaires were used for the data analysis. The results
showed the how intrinsic and extrinsic cues influence consumers’ perceived value and
repurchase intention. The effects of aesthetic/functional attributes on repurchase
intention also showed differences among Korea, US. And French. Price can be partly
moderator which can influence the relationship between aesthetic/functional attributes
and repurchase intention. At the end, managerial implications are discussed.

ACKNOWLEGDMENT

This work was supported by the Korea Research Foundation Grant funded by the Korean
Government (MOEHRD, Basic Research Promotion Fund)(KRF-2007-327-B00309).

References available upon requests