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Gender Differences on the Effects of Fashion Innovativeness and Utilization on the Price Perception of Formal Wear and Climbing Wear

유행 혁신성과 품목별 활용도가 정장 및 등산복의 가격 지각에 미치는 영향에서의 성별 차이

  • Chung, Ihn Hee (Dept. of Materials Design Engineering, Kumoh National Institute of Technology)
  • 정인희 (금오공과대학교 소재디자인공학과)
  • Received : 2013.08.30
  • Accepted : 2013.10.14
  • Published : 2013.10.31

Abstract

This study investigates the effects of fashion innovativeness and utilization on the price perception of formal wear and climbing wear as well as gender differences on price perception and the relationship of the variables. Price perception measurements were based on reference price and reservation price; subsequently, a premium price ratio was calculated based on the measured prices. A survey that involved male and female adult consumers was conducted in Daegu in August 2011. A total of 321 responses were analyzed using descriptive statistics, factor analysis, reliability analysis, correlations and independent sample t-test. Two factors of fashion innovativeness were derived and named as unique-oriented innovativeness and change-oriented innovativeness. The utilization of formal wear and climbing wear was higher in the male group versus the female group. Reference price and reservation price were identified similar to the actual consumer purchasing prices reported in previous studies. Male consumers showed a tendency in price perception in accordance with the utilization. The change-oriented innovativeness of the female group led to a positive relationship with the perceived price of climbing jackets.

Keywords

References

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