Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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New Fashion Brand Evaluation Attributes related to Risk Perception and Information Search

신규 패션브랜드 평가속성에 대한 소비자 위험지각과 정보탐색에 관한 연구

  • Kim Hanna (Dept. of Clothing and Textiles, Seoul National University) ;
  • Rhee Eun-Young (Dept. of Clothing and Textiles, Seoul National University)
  • 김한나 (서울대학교 생활과학대학 의류학과) ;
  • 이은영 (서울대학교 생활과학대학 의류학과)
  • Published : 2005.05.01
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Abstract

The purpose of this study was to identify the new fashion brand evaluation attributes influenced by risk perception and its relationship with information search. As for the method of the research, questionnaires were given to 311 consumers who just finished shopping at new fashion brand stores. The results of this study were as follows: 1) New fashion brand evaluation attributes consisted of five factors; product experience attributes, celebrity credence attributes, product search attributes, brand credence attributes, salesperson search attributes. 2) New fashion brand evaluation attributes were found to be significantly influenced by risk perception. 3) The amount of information seeking and the use of information sources were found to be significantly related to the new fashion brand evaluation attributes. 4) The variables influencing on the new fashion brand evaluation attributes were age and monthly clothing expenses.

Keywords

References

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