• 패션비즈니스
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• 제27권5호
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• pp.44-59
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• 2023

This study aimed to elucidate any differences in fashion consumption tendencies among fashion consumers according to their MBTI personality types and fashion brand sensibility (Chanel vs. Off-White). Differences in fashion consumption tendencies (fashion sensitivity, fashion innovativeness, and fashion ostentation) were determined based on two of MBTI's four bipolar indicators: extroversion-introversion, sensing-intuition, thinking-feeling, and judging-perceiving. It was found that intuitive consumers showed higher fashion innovativeness than sensory consumers. In addition, feeling-type consumers showed more fashion-sensitive and ostentatious fashion consumption tendencies than thinking-type consumers. Fashion brand sensibility acted as a moderator in the relationship between personality type and fashion consumption tendency. Especially, moderating effects of fashion brand sensibility and fashion consumption tendencies were evident in sensing-intuition and judging-perceiving types. Among intuitive consumers, those who preferred Chanel brand sensibility exhibited higher tendencies for fashion ostentation than those who preferred Off-White brand sensibility. However, sensory type consumers showed no difference in fashion ostentation based on their preferred fashion brand sensibility. Interaction effects regarding fashion sensitivity and fashion innovativeness were not found. Among perceiving-type consumers who preferred Chanel brand sensibility, high fashion sensitivity was evident. Conversely, judgment-type consumers who preferred Off-White brand sensibility showed high fashion sensitivity. Interaction effects concerning fashion innovativeness and fashion ostentation were not found.

• 감성과학
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• 제19권3호
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• pp.27-42
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• 2016

본 연구에서는 성인 남녀 소비자를 대상으로 감성적 소비성향과 패션소재의 감성요소(색채 톤, 무늬, 질감이미지)에 대한 선호도를 조사하여 인구 통계적 특성에 따른 차이를 분석하고, 감성적 소비성향과 패션소재의 감성요소 선호도의 관련성을 분석하였다. 감성적 소비성향을 요인분석한 결과, 과시적 소비성향, 개성적 소비성향, 심미적 소비성향, 쾌락적 소비성향 등 4요인으로 분류되었다. 조사대상자들은 심미적 소비성향, 개성적 소비성향, 상징적 소비성향의 순으로 중요시하였는데, 감성적 소비성향은 인구 통계적 특성에 따라 부분적으로 유의한 차이를 보였다. 패션소재의 감성요소에 대한 선호도를 인구 통계적 특성에 따른 차이를 분석한 결과, 여성이 남성보다 다양한 색채 톤을 선호하였고 밝은 색채 톤에 대한 선호도는 성과 직업에서 유의한 차이를 나타내었으며, 플로럴 무늬에 대한 선호도는 성, 연령, 학력, 직업, 결혼여부 등에 따라 유의한 차이를 보였다. 또한 패션소재의 질감이미지 선호도는 학력을 제외한 인구 통계적 특성에서 유의한 차이를 보였다. 한편, 성인 남녀 소비자의 감성적 소비성향과 감성요소 선호도 요인 간에는 대다수 유의한 상관이 있음을 알 수 있었다.

• 한국의류산업학회지
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• 제9권2호
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• pp.203-210
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• 2007

The purpose of this study is to understand consumer needs through emotion on character T-shirts. Study results suggest the basis for planning effective designs of character T-shirts. The results were summarized as follows: Emotion factors such as complex and arousal occupied 64.0% of the total. The types of the character T-shirts were clustered as four groups. The four types showed significant differences in all emotion factors. Complex emotion indicated its highest and lowest scores in types 4 and 2, respectively; and arousal emotion in types 2 and 3, respectively. As for the relation of consumption sensibility to emotions, three consumption sensibilities were related to all eight emotional adjectives. In the demographical aspect of emotions and consumption sensibilities, significant differences were found in age, gender, job and education. Therefore, the results of this study can be used as criteria improving emotions and consumption sensibility of character T-shirts. Especially, enhanced comsumption sensibility can be expected by the elimination of texts and the use of preferred character actions and vivid warm colors.

• 감성과학
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• 제16권3호
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• pp.351-362
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• 2013

본 연구는 세계 최대 소비시장으로 성장하고 있는 중국 소비자의 G감성 유형별 특징을 알아보고, 감성별 소비형태 및 선호 컬러를 분석하여 중국시장을 위한 기초자료로 제공하는데 목적이 있다. 조사를 위해 중국 4개 도시의 소비자를 대상으로 G감성 및 소비 형태에 대한 설문을 실시하였다. G감성유형을 분류한 결과 중국 소비자는 자신의 가치관과 정체성에 따라 행동하며, 합리적이고 논리적인 소비를 추구하는 G1유형이 가장 많이 나타났으며, 선행연구의 한국소비자에서 가장 많이 나타난 G3유형과는 다른 시장 성격을 나타냈다. 소비의 특성으로 중국소비자는 백화점에서 의류 구입을 선호하고 있으며, G2유형의 경우 백화점 다음으로 로드샵을 선호하고 있어 G감성에서 제시한 행동범위가 넓고 소비가 많은 행동파의 유형특성과 일치하고 있다. 중국소비자는 의복구매 시개인이 선호하는 컬러를 우선 구입하고 있으며, 무채색의 선호 비중이 매우 높게 나타났다. 무채색에서 검정의 비율이 가장 높았으며, 백색, 짙은 회색, 옅은 회색의 순으로 조사되었다. 유채색에서는 브라운, 오렌지, 빨강, 파랑의 순으로 나타났으며, G4유형의 경우 다른 유형에 비하여 다양한 색채 선호를 보였다. 이러한 결과는 패션디자인과 기업의 마케팅전략 기초자료로 활용 할 수 있으며, 소비자를 위한 새로운 커뮤니케이션 방법으로 활용할 수 있다.

• 한국의류학회지
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• 제30권3호
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• pp.396-406
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• 2006

본 연구에서는 향수 관여수준에 따른 향수 제품의 사용 및 구매행동과 가장 선호하는 향수 제품에 대한 향기감성태도를 고찰하였다. 자료수집은 한국에서 가장 핵심적인 향수 소비자층으로 인식되고 있는 20-24세 여성인 241명의 여대생을 대상으로 설문조사를 통해 이루어졌으며, 수집된 자료는 빈도분석, 요인분석, t-검정 등을 통해 분석되었다. 결과로 향수 제품 사용 및 구매행동과 향기감성태도의 일부 항목에 있어 향수 관여수준 집단간 차이가 발견되었다. 특히 향수 관여수준이 높은 집단은 낮은 집단에 비하여 향수제품 소유개수, 사용빈도, 구매액이 더 많았으며, 향수 전문점을 더 많이 활용하는 것으로 나타났다. 또한 향수 고관여 집단은 타인에게 좋은 이미지를 주기 위하여 사용하는 비율이 더 높았으며, 향수 시향 테스트를 더 중요한 정보원으로 고려하였다. 또한 여대생들은 유쾌하며 젊은 감성의 향수 향기를 가장 선호하고 자극적이며 강한 향을 좋아하지 않았는데, 특히 고관여 집단은 저관여 집단에 비하여 도회적이고 현대적인 향기감성이 느껴지는 향수를 더 선호하는 것으로 파악되었다. 연구결과를 바탕으로 향수 제품개발과 마케팅을 위한 제안점들이 제시되었다.

• 한국의류학회지
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• 제27권3_4호
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• pp.418-428
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• 2003

The purpose of this study was to provide the guidance in more objective and proper clothing design reflecting today's consumers' modes in value consumption by identifying the meaning structure and relationship between fashion sensibility and emotion. The stimulus was 54 photos of contemporary costume which represented the Izard' DES. The questionnaire consisted of hi-polar 25 pairs adjective scale of fashion sensibility and the 18 noun scale of emotion was distributed to 970 male and female living in Pusan area. The data were analyzed by Factor analysis, Correlation analysis and Regression analysis using the statistical SPSS package. The major finding of this research were as follows.1. Fashion sensibilities consist of estheticism, maturity, character and feminity to represent 57.17% total varlarlce. 2. Emotions consist of negative emotion, distress afraid, arousal, shame and enjoyment to represent 70.84% total variance. 3. For the relation between fashion sensibility and emotion, they showed significant relationship in most of factors.

• 한국의류학회지
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• 제27권5호
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• pp.505-516
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• 2003

The purpose of this study was to develop the measurement of fashion sensibility and to verify the validity and utility. The survey has been done 91 photos selected in fashion magazines with 25 semantic differential hi-polar scale. The obtained data were analyzed by MDS, Discriminant analysis and Regression analysis. The major findings of this research were as follows. 1. According to the sensibility positioning, fashion image was classified by 4 group and agreed with constructing factors of fashion. 2. As result of the discrimination analysis, distinguishable fashion sensibility among design elements of clothing was related to refined, pleasant, feel like buying sensibility. 3. As result of the regression analysis, Preference was related to looking good, refined, and sweet, Buying needs related to likable, looking good and natural, Riches related to elegant, neat and refined, Pleasure related to looking good, elegant and bright. 4. The fashion design properties were different regarding Preference, Buying needs. Riches and Pleasure. Preference and Buying needs were related to H-line, similarity color combination, cotton and linen, Riches related to brilliance texture, ruffle and flounces, Pleasure related to fit and sexy design of clothing.

• 한국지역사회생활과학회지
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• 제21권3호
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• pp.379-393
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• 2010

The purposes of this study were to estimate the effect of related factors such as cultural values and individual characteristics to consumer attitude, and furthermore to estimate the effect of consumer attitude and related factors such as price perception and individual characteristics to consumption behavior(expenditure) of food away from home. To do this, the data was collected from college students and a 2 step approach by using LIMDEP program was applied to estimate the structural equation model. The results of this study were as follows: 1) Consumer attitude toward food away from home was found to be significantly influenced by some cultural values such as health, sensibility, socially responsible consumption and religion, and individual characteristics such as sex and pocket money. If they perceived more positively about the value of health, sensibility and religion, they would be likely to have more positive attitude, while they perceived more negatively about the value of socially responsible consumption, they would be likely to have more negative attitude. In addition, if they were females and had much more pocket money, they would be more likely to have more positive attitude. 2) Expenditure of food away from home was found to be significantly influenced by age and pocket money, while consumer attitude did not have a significant impact on expenditure of food away from home at the second stage in the structural equation model. It might imply that consumption behavior of food away from home for college students would be more constrained by individual characteristics such as sex and economic capital.

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2011년도 추계학술대회
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• pp.41-42
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• 2011

• 한국감성과학회:학술대회논문집
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• 한국감성과학회 2011년도 추계학술대회
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• pp.74-75
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• 2011