International Journal of Human Ecology

대한가정학회 (The Korean Home Economics Association)
권호 표지

The Brand Name Effect of Consumer's Evaluation on Intrinsic Attributes :A Case Study of Clothing Market

  • Bae, Mi-Kyeong (Dept. of Consumer Information Science, College of Economics & Commerce, KeiMyung University) ;
  • Lee, Seung-Sin (Dept. of Consumer Science & Housing, Konkuk University) ;
  • Park, Sun-Young (Dept of Venture Technology Management, HoSeo University)
  • 발행 : 2003.06.01
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초록

The purpose of this study was primarily to examine various variables influencing consumer purchasing behavior on perceived product quality, value toward product including brand loyalty, price, consumer's willingness to pay for the product, and their expenditure patterns in Korean apparel market. Factor analysis was used to evaluate the credibility of dependent variables, and T-test was used to compare the effect of brand label, country of origin, brand effect between Korean and U.S, and jacket price and quality on consumer characteristics. Discriminated analysis was used to find the effective variables influencing the two reference group differences when they evaluated Korean and U.S. labeled and non-labeled apparel products. Multiple Regression analysis was used to examine the effects of consumer characteristics on perceived quality, perceived value, perceived price, and their willingness to buy. The results of this study also provides useful information of consumer purchasing behavior on U.S. branded apparel which may or already launched the Korean fashion merchandizing market.

키워드

참고문헌

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