A Study on Dimension of the Characteristics of New Young Generation and Information Search for Buying Inner Wear

신세대특성(新世代特性)과 속옷 구매시(購買時) 정보탐색(情報探索)에 관(關)한 연구(硏究)

The purpose of this study was to identify the variables which could characteristics the New Young Generation (NYG), to investigate the relationship between level of NYG characteristics and information searching related to underwear purchasing, and the differences level of the NYG characteristics according to demographic variables (sex, grade, major), and examine the casual relationships of demographic variables (sex, place of growing background, parent's education) and level of the NYG characteristics on information searching related to underwear purchasing. The subjects were 723 college students (female = 324, male=398) living in Seoul and Kyuggi were participated in this study. The NYG is limited to person who born after 1970's. The result of this study were as follows; 1. Five factors of New Young Generation oriented characteristics were identified; F.1 'Info-telecommunication(Info-Telecom)'; F.2 'Family and Marriage'; F.3 'Consumption pattern'; FA 'Self-centered (Individualism)'; F.5 Work/Career oriented. 2. The relationship between the NYG characteristics and information search in underwear purchasing were significanted. 3. In demographic variables, gender, grade, and major were partially significant differences. 4. In male students, the result of the casual relationship between demographic variables with NYG characteristics and the level of the NYG in underwear purchasing showed that grade, background of grownplace, level of parent's education were significanted the high level of info-telecom factor associated with higher grade, city-grown, higher level of parent's education. In conclusion, the result showed that the level of NYG characteristics was significant to male students and specially for grade older students. The background of parent's education level was the another important variables to predicting the NYG characteristics. Finally the higher the NYG characteristics, the more information search in underwear purchasing.