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

The Korean Society of Clothing and Textiles (한국의류학회)
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Difference of Product Interest and Relation to Innate Innovativeness, and Perceptive Construct of Products according to Consumers' Gender

소비자 성별에 따른 상품 유형별 관심도 차이, 내재적 혁신성과의 상관관계 및 상품 지각 구조 분석

  • Chung, Ihn Hee (School of Science and Engineering of Chemical Materials, Kumoh National Institute of Technology)
  • 정인희 (금오공과대학교 화학소재융합학부)
  • Received : 2015.02.16
  • Accepted : 2015.04.06
  • Published : 2015.08.31
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Abstract

This study investigated difference of product interest and its relation to consumers' innate innovativeness according to gender as well as compared the perceptive construct of products between male and female consumers. A survey involving male and female college students was conducted in the Daegu and Gyeongbuk areas in December 2013. Subsequently, 400 responses were analyzed using descriptive statistics, correlations, independent sample t-test, reliability analysis, ANCOVA, and multidimensional scaling. Among 45 products, male respondents showed a significantly high degree of interest over 12 categories such as watches, desktop computers, cars, sports products, and video games compared to females. The female sample showed a significantly high degree of interest for 29 product categories such as clothing, movies, skin care shops, cosmetics, eating-out, teeth whitening, coffee, cameras, and performances compared to males. Innovative male consumers were interested in traveling, movies, clothing, eating-out, running shoes, and wallets; however, female consumers' innovativeness was significantly related to previously determined items of interest. Two dimensions explaining the male consumers' products perception construct were 'hard versus soft' and 'usual versus special'. Instead, female consumers' were 'special versus usual' and 'expressive versus functional'.

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References

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