Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Influences of Shopping Orientation on Selection Criteria, Attitudes, and Preference of Collaborated Fashion Products

쇼핑성향이 패션 콜라보레이션 제품의 선택기준, 태도 및 선호도에 미치는 영향

  • Yang, Hyo-Jin (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Kim, Chil-Soon (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Kim, You-Young (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Kim, Tae-Eun (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Bae, Yeon-Jin (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Chan, Sun (Dept. of Textile and Clothing Design, Kyung Hee University) ;
  • Yang, Hee-Soon (Dept. of Textile and Clothing Design, Kyung Hee University)
  • 양효진 (경희대학교 의류디자인학과) ;
  • 김칠순 (경희대학교 의류디자인학과) ;
  • 김유영 (경희대학교 의류디자인학과) ;
  • 김태은 (경희대학교 의류디자인학과) ;
  • 배연진 (경희대학교 의류디자인학과) ;
  • 손졸 (경희대학교 의류디자인학과) ;
  • 양희순 (경희대학교 의류디자인학과)
  • Received : 2012.01.25
  • Accepted : 2012.06.29
  • Published : 2012.08.31
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Abstract

This study investigates how the type of fashion shopping orientation influence the selection criteria, attitudes, and preference of fashion products developed through collaboration. For data collection, the study conducted a survey in the Seoul and Metropolitan areas. The results are as follows: 1. Shopping orientation was identified with seven factors: pursuit of pleasure, trend, planning, uniqueness, famous brand, economic efficiency, and conspicuous consumption. Attitudes toward the collaborated of fashion products could be classified into two factors of reasonable ostentation and aesthetic value orientation. 2. The shopping orientation of the pursuit of trend is related to reasonable ostentation; in addition, the shopping orientation for the pursuit of uniqueness and economy is positively associated with an aesthetic value orientation. 3. The factors of fashion pursuit had a great positive effect on their preference for collaboration type among fashion brands and the factors of uniqueness and pleasure pursuit had a positive effect on the preference for collaboration type with fashion designers and artists. This showed that the pleasure pursuit factor had a positive effect on the collaboration type preference for celebrities. Fashion companies may be able to establish effective merchandising and marketing strategies that fit the characteristics and types of fashion collaboration.

Keywords

References

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