• 복식문화연구
• /
• 제21권4호
• /
• pp.562-575
• /
• 2013

The purpose of this study was to test the determinants of fashion savvy. As determinants, this study examined fear of negative evaluation by others and self esteem as subject-related variables and consumer confidence in fashion decisions as the product-related variable. It was hypothesized that fear of negative evaluation and self esteem influence fashion savvy both directly and indirectly through consumer confidence in fashion decisions. Data were gathered by surveying university students in Seoul metropolitan area, using convenience sampling, and 311 questionnaires were used in the statistical analysis. In analyzing data, factor analysis and path analysis were conducted. Tests of the hypothesized path show that one factor of fear of negative evaluation and self esteem influence fashion savvy directly and indirectly through consumer confidence in fashion decisions. More specifically, 'fear of negative impression and judgment' factor negatively influences 'marketing literacy' and 'consumer selfefficacy' of fashion savvy, whereas self-esteem positively influences 'consumer self-efficacy' of fashion savvy. In addition, consumer confidence in fashion decisions influences all six factors of fashion savvy. The implications of these findings and suggestions for future study are also discussed.

• 대한가정학회지
• /
• 제45권6호
• /
• pp.1-9
• /
• 2007

Even though self-confidence is a personal factor of a people, it works as behavioristic factor in consumer behavior. In this study, the influence of consumer self-confidence on clothing purchase behavior was investigated. A total of 284 data sets were analyzed after collecting questionnaires from college students in Seoul using convenient sampling method. For data analysis, chi-square test, analysis of variance, reliability test and factor analysis were performed by SPSSWIN program. The results were as followed. First, the clothing purchase places were affected by the consumers' level of self-confidence. The more confident consumers preferred internet shopping and Dongdaemun market to large-scale shops. The discount stores were selected by the less confident consumers. Second, information search was one of the main reasons to visit internet shopping mall by the more confident consumers. Third, the more confident consumers showed the higher level of clothing involvement than the less confident consumers. Finally, unplanned purchases, such as pure impulse buying and reminder buying were more likely to occur by the more confident consumers with less purchase conflicts.

• 복식문화연구
• /
• 제16권4호
• /
• pp.709-721
• /
• 2008

The purpose of this study is to identify different consumer clusters based on clothing involvement and to examine the differences in consumer characteristics related to clothing purchasing. As consumer behavior characteristics, this study included visiting purpose of Internet shopping malls, purchasing situation, consumer confidence, and clothing satisfaction. Data were gathered by surveying university students living in Seoul metropolitan area using convenience sampling, and 321 questionnaires were used in the statistical analysis. In analyzing data, cluster analysis and one-way ANOVA were conducted. The cluster analysis identified four different consumer clusters, and there were significant differences in the consumer behavior characteristics among the four clothing involvement clusters.

• 복식문화연구
• /
• 제10권3호
• /
• pp.248-260
• /
• 2002

본 연구는 심미적, 상징적, 감정적 제품으로 특징지워지는 의류는 구매행동에 있어서 의류소비 과정에서 경험하는 느낌은 의사결정에 중요한 영향을 미칠 것이라는 가정하에 인지적 요소와 아울러 감정적 요소도 소비자 행동연구에 포함되어야함을 주장하고자 시도되었다. 이를 위하여 본 연구는 최근 상징적 제품으로 소비자들 사이에 커다란 호응을 얻고 있는 유명브랜드 의류를 중심으로 하여 1) 여대생들의 유명브랜드 의류구매행동에 영향을 미치는 인지적 측면과 의복착용 시 경험하는 감정적 측면의 내용을 알아보고, 2) 이 두 요인의 유명브랜드 의류구매의도 예측력을 파악함으로써 의류소비자행동연구에서 소비감정에 대한 연구의 중요성을 부각시키고자 하였다. 이러한 목적을 위하여 본 연구는 덕성여자대학교 여대생들을 대상으로 설문지법을 통하여 자료를 수집하여 요인분석, t-test 및 회귀분석을 하였다. 분석결과는 다음과 같다. 1 여대생들의 유명브랜드에 대한 평가기준(인지적)은 디자인/브랜드 명성, 의복의 구성적 측면 그리고 실용성의 3차원으로 분류되었다. 2. 유명브랜드 구매의도집단은 비구매의도집단에 비하여 유명브랜드 의류에 대해 전반적으로 좀더 호의적인 태도를 갖고 있으며 특히 브랜드 명성과 스타일에 좀 더 긍정적 태도를 갖고 있다. 3. 여대생들의 유명브랜드 의류 착용 시 경험하는 느낌들은 즐거움/자신감, 능동적인, 후회의 3차원으로 밝혔다.