소비자 독특성 욕구가 자기표현 욕구 및 구매의도에 미치는 영향

In this study, I tried to find how customers" uniqueness needs affect their purchase intention. For the concept factors for customers" uniqueness needs, the study has set the following variables; creative selection, non-popular selection and similarity avoidance. The study has assumed that customers" uniqueness needs would affect their need for self-expression and purchase intention. The need for expression and purchase intention will vary with customers" innovativeness and the study tried to identify that assumption empirically. The study found that as an assumption of customers" need for uniqueness and self-expression, creative selection and similarity avoidance will affect their self-expression need whereas non-popular selection does not affect it. It was found that customers who select unique things do not affect the need to express himself/herself. Also, the need for expression has affected purchase intention. It was analyzed that customers" innovativeness, the core of the research, plays a significant role in the relationship between self-expression needs and purchase intentions as a moderating variable. Even though there is not a large body of existing research on customers’ uniqueness; this study has been able to empirically study the factors affecting this attribute.