한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)
- 제21권1호
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- Pages.35-45
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- 1997
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
여대생의 의복 충동구매 차원과 충동구매에 영향을 미치는 변인 연구 -유행몰입과 유명상표 선호도와의 관련성을 중심으로-
A Study on the Factors of Impulse Buying of Clothing and Their Relation to Fashion Involvement and Becognized Brand Preference of College Women
초록
The main purpose of this research was to classify the contents of impulse buying of clothing products and to investigate how the impulse buying was influenced by fashion involvement, recognized brand preference, and impulsiveness. Samples were 238 college women in Seoul, Korea. The results of the research were as follows. 1. Four factors of impulse buying derived by factor analysis; F 1 'sensitive aspects of products stimulation'; F. 2 'utility aspects of products stimulation'; F. 3 'consumer situation stimulation'; F. 4 'marketing situation stimulation'. 2. Impulsiveness had a positive relation with impulse buying, fashion involvement, and recognized brand preference. Fashion involvement had a positive relation with recognized brand preference and impulse buying. 3. Impulse buying was influenced by fashion involvement and impulsiveness. The explanatory power of the 2 variables was 9.3%. 4. Fashion involvement was influenced by sensitive aspects of products stimulation, major, recognized brand preference, income, and grade. The explanatory power of the 5 variables was 23.7%. 5. Recognized brand preference was influenced by income, fashion involvement, and marketing situation stimulation. The explanatory power of the 3 variables was 11.2%.
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