복식문화연구 (The Research Journal of the Costume Culture)
- 제5권3호
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- Pages.26-35
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- 1997
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
패션 리더들의 의사 결정 스타일 -여대생을 중심으로-
Decision-Making Styles of Fashion Leaders among Female College Students
초록
Consumers use a variety of decision making styles. The purpose of this was to identify the decision making styles of fashion leaders. Self-report scales were used to measure fashion leadership and decision making styles for 236 female college students. The data were analyzed using factor analysis and t-tests. The results indicated that fashion leaders have unique decision making styles of recreational shopping/fashion conscious, brand-loyal and high quality conscious. The implications of these findings for fashion merchandising are discussed.
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