• 가정과삶의질연구
• /
• 제29권2호
• /
• pp.23-37
• /
• 2011

This study examined the preference and the purchase intention of male and female from 20s through 405 to smart phones. This study verified the differences between the groups according to the socio-demographic factors, the usage pattern of mobile phone, and the perceived cost and the expected benefit. The analysis of the relative influence of those relevant factors was followed. The summaries of this study are as follows; First, the high level factors in purchasing smart phones were the perceived cost and the expected benefit pointed over 3.82. It means that they arc interested in smart phones highly, and if they can support to buy smart phones and situations can be permitted, they would like to buy them. Second, the differences between groups of the preference and the purchase intention were found according to the ages, the marital status and the education level. The results showed that those preference and the purchase intension were measured high at the group of the 20s-30s, the married, and the higher educational level of collage students. Third, expected benefit on smart phones was shown to be divided into two characterized factors through factor analysis. One was 'functional expected benefit' and the other was 'emotional expected benefit'. The functional and the emotional benefit on the using of smart phones were presented high level in group of over graduated students. Forth, the results of the stepwise multiple analysis, which was carried out to find out the influencing factors on the preference and the purchasing intension to smart phones, showed that the most effective factor was the functional expected benefit. The self-expressive propensity, and the education level were followed sequentially. The purchase intention was influenced by both of the functional and the emotional expected benefit. The result of this study shows that the level of the consumer's perceived cost(economic, psychological) and the expected benefit were measured high at the same time. That means that it is necessary to make the consumer information and communicating smoothly in order to lower the cost and enhance the benefit. In addition, This study has its meaning because it found out that functional expected benefit is a factor which has an influence on the Consumer Preference and Purchase Intention on Smart phone. If consumer's function requirements on smart phone are satisfied, it will be able to reduce the consumer problems and increase the consumer satisfaction. The result of this study would be applicable when Smart Phone is used as one of the auxiliary tools for smart consumption.

• 한국의류학회지
• /
• 제24권6호
• /
• pp.884-894
• /
• 2000

This study was intended to examine the effect of consumer materialism, price and point-of-purchase advertisements on consumer preference and purchasing intention with respect to discount jeans. Information for the study was obtained through the use of an experimental design which was 2$\times$[2$\times$3] mixed factorial design. The subjects were two hundred and seventy college male and female students. The data were analysed with factor analysis, ANOVA by using the SAS program. The main results were as follows: First, the results indicated that the 3-way interaction effects among materialism, price and point-of-purchase advertisements on consumer preference. Second, the results showed the 2-way interaction effects between materialism and price between materialism and price on consumers’purchasing behavior. These results indicated that materialism have not direct effect on consumers’purchasing behavior but significant influence under those condition in which price effect occurs. And different from other point-of-purchase advertisements, power words’advertisements show negative effects on consumer preference in case of low price jeans, having no connection with materialism level.

• 한국식생활문화학회지
• /
• 제29권6호
• /
• pp.528-538
• /
• 2014

The purpose of this study was to investigate the relationships among recognition, preference, and purchasing characteristics for Changnyeong onions and garlic as well as festival satisfaction among participants at agricultural product festivals in the Changnyeong region. Results showed that festival satisfaction of 'place of festival' was highest while 'convenience facility & event contents' earned the lowest scores. Most subjects (90.5%) had purchased Changnyeong agricultural and processed products. A major purchasing type was fresh agricultural products (66.7%). The pathways to recognize Changnyeong agricultural products were mostly 'promotion by related institutions' (22.0%), 'family relatives' (20.8%), 'mass media' (16.6%), and 'festivals and events' (16.1%). The most considered factors for purchasing regional products were 'geographical origin' and 'ingredients'. Changnyeong onion showed higher scores for recognition and preference and rate of purchase experience and intention than for garlic. The correlation coefficients of recognition and preference for onion and galic were 0.603 (p<0.001) and 0.598 (p<0.001), respectively. The explanation power ($R^2$) of related variables for purchase of Changnyeong onions was 0.258. The regression coefficients (${\beta}$) for 'recognition', 'preference' and 'convenient facility & event contents' were positive, whereas the regression coefficient for 'price' was negative. Recognition, preference, and convenient facility & event contents with garlic purchase showed a positive relationship ($R^2$=0.253). The most effective promotion method to increase sales of Changnyeong agricultural products was 'local festivals and events' (27.8%).

• 감성과학
• /
• 제11권4호
• /
• pp.489-500
• /
• 2008

본 연구는 남성소비자들의 패션라이프스타일 유형에 따른 넥타이 문양디자인 선호도와 구매 의도를 파악하고자 하는데 그 목적이 있다. 남성소비자들의 패션라이프스타일 유형은 '유행 지향', '보수 전통지향', '과시적 브랜드 지향', '개성 지향', '실용 지향', '패션 무관심' 형으로 분류되었다. 각각의 패션 라이프스타일 요인들을 군집 분석하여 남성소비자들의 패션라이프스타일에 따른 집단을 '개성 추구', '실용 & 브랜드 추구', '보수 전통 & 개성 추구', '유행 추구', '패션 무관심' 집단으로 구분하였다. 남성소비자들의 패션라이프스타일 유형에 따라 넥타이 문양 선호와 구매 의사에는 차이가 있는 것으로 나타났다. '실용 지향'형은 '무지단색', '원', '페이즐리'의 넥타이 문양을 선호하는 경향이 있는 반면, '꽃' 문양은 선호하지 않는 것으로 나타났다. '보수 전통지향', '과시적 브랜드지향', '실용 지향'형은 '줄', '체크'의 넥타이 문양을 선호하는 경향으로 나타났고, '유행 지향', '과시적 브랜드지향', '개성 지향'형은 '무지단색', '꽃', '동물'의 넥타이 문양을 선호하는 것으로 나타났다. '유행 지향'형은 '무지단색', '꽃', '동물'의 넥타이 문양에 대한 구매 의사가 있는 반면, '실용 지향'형은 '원' 문양에 대한 구매 의사가 있는 것으로 나타났다. '실용지향'형은 '원' 문양에 대한 선호 및 구매 의사가 동시에 있었고, '유행 지향'형 역시 '무지단색', '꽃', '동물' 문양에 대한 선호 및 구매 의사가 동시에 있는 것으로 나타났다. 반면, '보수 전통지향' 및 '과시적 브랜드 지향'형이 '줄', '체크' 문양에 대한 선호가 높았으나, 구매 의사는 '페이즐리' 문양에 있는 것으로 조사되어 선호하는 넥타이 문양과 구매하고자 하는 문양 간에 차이를 보였다.

• 패션비즈니스
• /
• 제23권5호
• /
• pp.67-80
• /
• 2019

This study analyzed the factors determining fashion lifestyle of Uzbek students in Korea and their clothing purchasing behavior and attitudes towards Hallyu, the Korean image, satisfaction, preferences and purchasing intentions for Korean fashion according to fashion lifestyle. The data collected from 260 Uzbekistan students in Korea were subjected to factor analysis, cluster analysis, ANOVA, Duncan test, and ${\chi}^2$-test using SPSS 25.0. The results were as follows: 1) Fashion lifestyle was analyzed based on brand orientation, tradition, fashion, and personality. The fashion lifestyle group was classified as follows: brand, fashion/personality, traditional, and fashion passive. 2) The evaluation criteria for fashion products, information sources, and store selection criteria were varied among the four groups of fashion lifestyle. 3) The attitude toward Hallyu and Korean image, the satisfaction, preference, and purchasing intention of KFP varied significantly between the fashion lifestyle groups. 4) The demographics of fashion lifestyle groups showed significant differences in sex and residential status. These results can be used as a basis for fashion companies targeting markets for Uzbek people in their 20s.

• 마케팅과학연구
• /
• 제20권1호
• /
• pp.15-26
• /
• 2010

由于生产的全球化以及国家之间的文化交流, 东方元素越来越吸引世界的眼球. 在时装界, 一个时装设计师的文化背景往往可以催生新颖的设计理念, 使他卓尔不群. 人们对于东方元素的喜爱, 给传统时装市场带来了巨大的商机, 并且把基于文化的业务拓展到全球时装市场. 然而, 包含韩国传统文化的国际品牌还有待开发. 为了发展有韩国特色的国际品牌, 韩国人首先要在国内服装市场上认同本国文化, 然后才能进军国外市场. 便服非常适合采纳韩国元素, 因为这种衣服有很多用途, 很容易被广泛接受和使用. 而且, 多用途便服和时尚内衣的市场需求越来越大. 尽管便服市场在快速发展, 但是对便服的专门研究尚不多见, 目前在对发展中的现代化传统服装、时尚产品和品牌的研究中, 并不包括对便服的研究. 因此, 本论文调查了韩国的便服市场, 研究了消费者对含有韩国传统时装设计特色的便服的评价. 分析了对于韩国传统时装设计元素有购买意向的先例之间的关系, 并且比较了不同生活群体的消费目标. 产品质量, 零售服务质量, 感受价值以及对拥有韩国传统设计元素的便服的喜好被作为购买意向的先决条件. 同时, 本文设计了一个结构方程模型, 用于探讨它们之间的关系以及它们对购买意图的影响. 产品质量和市场营销中的零售服务质量结合在一起, 成为影响人们对韩国特色便服的偏好和价值感知的因素. 而且, 偏好和价值感知对购买意向的影响可以用同一模型来检验. 通过网上调查系统由女性消费者完成了一共357份的自填式问卷, 并制定了一份调查样本人群的生活方式、对于产品和销售服务的标准、对于韩国特色便服的价值感知、偏好以及购买意向的调查问卷. 此外, 问卷还将调查便服的采购和使用行为, 以便检验韩国便服的市场地位. 并且使用描述性分析, 因素分析, 聚类分析来分析数据, 以及使用AMOS 7.0.来进行方差分析和建立结构方程模型. 对于韩国便服市场地位的调查结果显示, 在我们的样本人群中大多数消费者都购买了便服. 便服在目前被认为是在家里穿的衣服, 是消费者比较而言投入较低的衣服. 在调查中显示, 大多数消费者每年仅仅购买2到3次便服, 花费在10美元以下. 购买便服的消费者们的生活方式共有四类: 传统价值导向的生活方式, 品牌影响的生活方式, 追求休闲的生活方式以及健康导向的生活方式, 这四类共计有12个项目. 基于这些生活方式要素, 便服消费者们又可以分为两类: 安乐派和保守派. 文章估量了对含有韩国传统时尚设计元素的便服的购买行为各组成部分之间的关系, 产品质量和零售服务质量都会影响到购买便服的偏好和价值感知. 这个研究结论证明, 高质量的产品和零售服务会对便服形成积极的优先效应. 价值感知和对便服的偏好会对购买意图产生积极的影响. 这个结果表明, 对便服所含有的韩国传统时尚设计因素的强烈偏好和价值感知能增强购买意图. 在两种不同生活方式的群体(即安乐派和保守派)的模型比较中, 结果显示产品质量和零售服务质量对安乐派群体的偏好和感知价值都有积极影响. 然而, 对保守派来说, 只有零售服务质量对偏好和购买意图有积极的影响. 由于安乐派对购买意图显示出更重大的影响, 包含韩国传统时尚设计因素的便服品牌应该关注安乐派的这些特征. 然而, 保守派对包含韩国传统时尚设计因素的便服在偏好和购买意图的关系中显得更强. 因此对包含韩国传统时尚设计因素的便服品牌来说, 它应该把重点放在如何激发保守群体消费者对便服的积极偏爱上. 这些结果提供了关于韩国便服消费者生活方式的信息, 也对那些计划进入韩国便服市场的时尚品牌, 尤其是那些与现行研究样本相似的, 目标为女性消费者的时尚品牌提供了有用的信息. 这一研究也为便服品牌和那些打算创造含有韩国传统时尚因素的高价值品牌提供了策略和市场洞察力. 考虑到不同生活方式群体的类型和便服或传统时尚商品之间的关系, 品牌设计者和市场策划人员可以运用这一研究成果作为市场定位, 目标设定, 以及市场销售策略的一个参考.

• 복식문화연구
• /
• 제13권3호
• /
• pp.494-502
• /
• 2005

The purposes of this study were to investigate the images on the alpha numeric brand name of fashion products, to identify the influences of clothing pursuit benefit on the brand name image and to determine the significant images on the attitude and purchasing intention. The data were collected via a self-administered questionnaire from 270 male and female students of undergraduate school in Kyongnam province during the March, 2004. Using SPSS 12.0 package, Cronbach's a, frequency analysis, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows: First, the image dimensions of alpha-numeric brand name were composed of natural, new, active, urban, impactive and interesting image. Clothing pursuit benefits were composed of the brand value, attractiveness, fashion, individuality and economic value pursuit, Second, Clothing pursuit benefits had an significant effect on the image preference of alpha-numeric brand name. Especially, individuality pursuit and attractiveness pursuit have influenced on the natural, new, active, urban images. Third, the new, active, impactive, natural images had significant effects on the attitude, purchasing intention and conformity of products.

• 한국의류학회지
• /
• 제31권1호
• /
• pp.151-161
• /
• 2007

The purpose of this study was to examine the effects of fashion brand attachment on attitudes toward brand extension. Two hundred thirty-four female college students participated in this study. For this study, Bean Pole brand was selected for the example of brand extension through three pre-test. For data analysis, descriptive statistics, factor analysis, multiple regression, and ANOVA were used for this study. As the results, first, brand attachment was classified into three factors such as 'love', 'trust', and 'interest' factors. Second, attitudes toward brand extension were divided into two factors such as similarity of brand extension and purchasing intention. Generally, higher scores on brand attachment was correlated with higher scores on altitudes toward brand extension. Third, results revealed that generally 'love' and 'trust' factors had affected 'attitudes toward brand extension' or 'purchasing intention'. Fourth, among the three groups (heavy/middle/low) of brand attachment, the heavy group showed higher preference of brand extension attitudes. Based on these results, fashion brand marketing strategies would be suggested.

• 복식
• /
• 제50권6호
• /
• pp.21-31
• /
• 2000

The purpose of this study was to characterize the attitudes of Net generation customers toward purchasing fashion products or apparels through Cyber communication media. This study targeted 333 individuals aged from 14 to 24 purchasing fashion apparels through the Interned or PC communication. The data were analyzed by using frequency analysis, factor analysis, t-test, ANOVA by SASS package. The results of this study are as follows : 1. Fashion life-style of Net generation is classified into four groups - Fashion attached type, Web entertainment type, Web information type, Web media purchasing type. Net-Generation shows a little preference for brand. 2. As a result of the statistical analysis of each group's demographic variables, price is not so important when purchasing and according to the analysis of age, it proves that twenties are trendier than teenagers. 3. The most significant factor of information search is watching others' clothes and the most popular place for purchase is wholesale mall. Net-Generation has a little intention to purchase through Cyber communication media.

• 한국콘텐츠학회논문지
• /
• 제14권10호
• /
• pp.677-684
• /
• 2014

본 연구에서는 최근 옥외에서의 디지털 미디어 확대에 따라 단순히 브랜드를 노출하는 것이 아닌 디지털 미디어와 소비자와의 상호작용에 따른 경험의 과정을 연구하였다. 분석 결과 정보적 요인과 감성적 요인, 상호작용성 요인으로 구성된 경험 요인은 브랜드 선호도와 브랜드 신뢰도를 매개하여 구매의도에 영향을 주나 경험 만족도는 구매의도에 직접적인 영향을 미치지 못하고 브랜드 신뢰도를 매개하여 영향을 주는 것으로 나타났다. 이에 대한 시사점으로는 먼저 실험실의 연구 환경이 아닌 실제 운영되고 있는 디지털 미디어 경험 소비자를 대상으로 한 실무 연구 사례로서 의의가 있으며 둘째, 디지털 미디어 경험은 경험하는 순간 즉시적으로 브랜드 선호도와 신뢰도에 전이되어 영향을 미칠 수 있는 중요한 브랜드 자산 형성 요인임을 확인한 것에 의의가 있을 것이다.