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

The Korean Society of Clothing and Textiles (한국의류학회)
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Differences in Purchase Behavior of Men's Suits among Male Consumption Value Groups

남성 소비자의 소비가치에 따른 신사복 구매행동의 차이

  • Kang, Yurim (Dept. of Fashion Business, Graduate School, Keimyung University) ;
  • Park, Kwanghee (Dept. of Fashion Marketing, Keimyung University)
  • 강유림 (계명대학교 대학원 패션비지니스학과) ;
  • 박광희 (계명대학교 패션마케팅학과)
  • Received : 2018.02.19
  • Accepted : 2018.06.14
  • Published : 2018.08.31
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Abstract

This study classified respondents by consumption value and analyzed differences in the purchase behavior of men's suits among consumption value groups. Frequency analysis, factor analysis, cluster analysis, and analysis of variance were conducted in order to analyze research problems. Factor analysis results showed that male consumption values included safety-oriented value, individuality-oriented value, others-oriented value, pleasure-oriented value, aesthetic-oriented value, low price-oriented value, community-oriented value, utility-oriented value, innovation-oriented value, and self-expression oriented value. The study divided respondents into personal satisfaction pursuit group, beauty & functionality pursuit group, individuality pursuit group, and others-oriented & low cost preference group according to consumption value. There were significant differences in selection criteria for men's suit (product image, physical properties of product, and brand name), selection reasons of brand (fashion & ostentation, individuality, and refinement), store attributes (store environment/salesperson service, reputation/additional service, and product assortment/shopping convenience).

Keywords

References

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