Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Influence of Control and Friendliness-Perception of Apparel Brand on the Consumption Behavior

의류브랜드의 친애와 통제 지각이 소비행동에 미치는 영향

  • Lee, Ji-Ryang (Strategic Panning Team, Leo Burnett Korea) ;
  • Kim, Ju-Ae (Dept. of Clothing & Textiles, Gyeongsang National University)
  • 이지량 (레오버넷 코리아 전락기획팀) ;
  • 김주애 (경상대학교 의류학전공)
  • Received : 2007.06.08
  • Published : 2007.10.31
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Abstract

This study aims to examine what consumers perceive about affection and control in association with personified brands, and to explore what effects such perception has on consumer behavior. The research methodology employed a questionnaire surveying female university students in the Seoul. The data were analyzed by SPSS Hangul 10.0 Statistic Package. 16 apparel brands that had been selected by a preliminary study were surveyed. The data analysis method employed a factor analysis, analysis of variance, and multiple regression analysis. The study found that consumers' perception of personified brands is divided into Friendliness and control like in interpersonal communication, and consumers' preference and purchase intention becomes different depending on affection and control perception. In particular, it was analyzed that more important factor that decides preference and purchase intention is the perception in the aspect of control, not in the aspect of Friendliness.

Keywords

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