A Study on the Attitudes of Net Generation toward Purchasing fashion Products according to Life-style

N세대(Net Generation)의 라이프스타일에 따른 패션구매태도에 관한 연구

  • 최정선 (대구 가톨릭대학교 대학원 의류학과) ;
  • 유태순 (대구 가톨릭대학교 의류학과) ;
  • 오희선 (부경대학교 패션디자인학과)
  • Published : 2000.09.01

Abstract

The purpose of this study was to characterize the attitudes of Net generation customers toward purchasing fashion products or apparels through Cyber communication media. This study targeted 333 individuals aged from 14 to 24 purchasing fashion apparels through the Interned or PC communication. The data were analyzed by using frequency analysis, factor analysis, t-test, ANOVA by SASS package. The results of this study are as follows : 1. Fashion life-style of Net generation is classified into four groups - Fashion attached type, Web entertainment type, Web information type, Web media purchasing type. Net-Generation shows a little preference for brand. 2. As a result of the statistical analysis of each group's demographic variables, price is not so important when purchasing and according to the analysis of age, it proves that twenties are trendier than teenagers. 3. The most significant factor of information search is watching others' clothes and the most popular place for purchase is wholesale mall. Net-Generation has a little intention to purchase through Cyber communication media.

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