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Effect of Clothing Interest on Party Preference and the Construction of Party Unities according to Party Wear Types

의복 관심이 파티 선호에 미치는 영향과 파티복 유형별 파티 통일체 구성

  • Kwon, Yeji (Dept. of Materials Design Engineering, Kumoh National Institute of Technology) ;
  • Kim, Na Young (Dept. of Materials Design Engineering, Kumoh National Institute of Technology) ;
  • Chung, Ihn Hee (Dept. of Materials Design Engineering, Kumoh National Institute of Technology)
  • 권예지 (금오공과대학교 소재디자인공학과) ;
  • 김나영 (금오공과대학교 소재디자인공학과) ;
  • 정인희 (금오공과대학교 소재디자인공학과)
  • Received : 2016.03.02
  • Accepted : 2016.04.27
  • Published : 2016.08.31

Abstract

This study investigated the effect of clothing interest on party preference and suggested four party unities according to party wear types. A hypothesized model based on consumer innovativeness, clothing interest, party benefit, party interest and party preference was tested to determine the effect of clothing interest on party preference. Party unities were constructed according to party wear types along with party place, party food, and party music. Data was collected through two online surveys. The population of the survey was female consumers in their twenties. Descriptive statistics, factor analysis, reliability, correlations, and regressions were applied to the data of 305 samples. As a result, positive tendency toward consumer innovativeness, clothing interest, party benefit, party interest and party preference was observed in young female consumers with significant relations among five variables. Party preference was well-explained from the hypothesized research model, but the direct path from clothing interest to party interest was identified as insignificant. The most preferred party elements of place, food, music and wear was garden, barbecue, house music and mini dress, respectively. Four party unities according to party wear types were constructed and suggested based on the correlation analysis results between party wear and other party elements. The concept of party unity is useful to establish marketing strategies such as advertising and experience marketing in the party wear industry.

Acknowledgement

Supported by : 금오공과대학교

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