중국 Z세대의 성역할 정체감에 따른 앤드로지니 패션속성인지가 구매의도에 미치는 영향 : 확장된 계획행동이론(ETPB)을 중심으로 = The Effect of Chinese Gen-Z’s Recognition of Androgyny Fashion Attributes on Purchase Intention according to Gender Role Identity

다국어 초록 (Multilingual Abstract)

Androgyny fashion, which incorporates both masculine and feminine
elements within a single garment, harmoniously blends characteristics of
both genders and challenges traditional gender boundaries. Although this
style has existed for nearly a century, it has predominantly remained
within niche fashion circles. However, since the beginning of the 21st
century, driven by the rise of cultural diversity, growing emphasis on
gender inclusivity, and evolving fashion trends, Androgyny fashion has
gained significant prominence in mainstream discourse. Chinese Gen-Z,
raised in a digital and multicultural environment, demonstrates diverse
expressions of gender identity and exhibits a higher degree of
acceptance towards cultural diversity. The original purpose of
Androgyny fashion was to represent the external expressions of shifting
gender roles. For Gen-Z, the primary consumer demographic of
Androgyny fashion, their purchasing intentions are influenced by both
changes in gender role perceptions and a combination of individual
psychological factors and broader societal influences.
Current research on Androgyny fashion has predominantly focused
on historical, cultural, and design aspects, with relatively little attention
given to its exploration from a marketing perspective. Therefore, in
order to better understand the psychological and social factors that
influence consumer perceptions of Androgyny fashion and the
formation of purchase intentions, this study examines the relationship
between gender role identity within Chinese Gen-Z cohort, their
perceptions of Androgyny fashion attributes, and the factors outlined
in the Extended Planned Behavior Theory (ETPB). By adopting this
approach, the study seeks to identify the key social and psychological
drivers that shape consumer purchase intentions for Androgyny fashion,
offering valuable insights for the fashion industry.
To test the hypotheses formulated in this study, a questionnaire was
administered to Generation Z consumers in China's first- and
second-tier cities, following a validation of its appropriateness through
previous research. The survey was conducted online between July 3
and July 23, 2024, spanning 20 days, during which 834 questionnaires
were distributed. After removing incomplete and invalid responses, 800
valid questionnaires were included in the final analysis. The collected
data were analyzed using SPSS 26.0 and AMOS 28.0, applying a range
of statistical techniques including frequency analysis, reliability analysis,
exploratory factor analysis, validity analysis, confirmatory factor
analysis, correlation analysis, one-factor variance analysis and structural
equation modeling analysis.
The results are as follows.
First, this study identifies the key factors associated with the
perception of Androgyny fashion attributes. Using the grounded theory
method, relevant viewpoints from existing literature on Androgyny
fashion were systematically coded and refined. This process ultimately
led to the identification of five core perceptions of Androgyny fashion
attributes: perceived aesthetic attributes, perceived self-expression
attributes, perceived gender deconstruction attributes, perceived
emotional attributes, and perceived utility attributes.
Secondly, this study examines the evolving gender role identity among
Chinese Gen-Z consumer group. The findings indicate a diversification
in gender role identity among contemporary youth, with androgyny,
undifferentiated identity, and single- gender each comprising
approximately one-third of the respondents. Notably, the proportions of
androgyny and undifferentiated identities have increased compared to
2011, while unisexuality has declined.
Third, this study examines the relationship between gender role
identity and the factors of the Extended Theory of Planned Behavior
(ETPB) among Chinese Gen-Z consumer group. The findings indicate
that consumers with different gender role identities show significant
differences in the four factors of attitude, subjective norm, perceived
behavioral control, and social influence. However, no significant
differences were observed in the emotional response factor.
Fourth, this study analyzes the relationship between consumers'
perceptions of Androgyny fashion attributes and the key factors of the
Extended Theory of Planned Behavior (ETPB). The findings indicate
that consumers' perceived aesthetic attributes, gender deconstruction
attributes, self-expression attributes, emotional attributes, and utility
attributes of Androgyny fashion significantly influence attitudes,
subjective norms, perceived behavioral control, social influence, and
emotional responses.
Fifth, this study examines the relationship between the factors of the
Extended Theory of Planned Behavior (ETPB) and purchase intention
for Androgyny fashion. The analysis reveals that attitude, subjective
norms, perceived behavioral control and emotional responses exert a
significant positive influence on purchase intention, whereas social
influence do not have a significant effect.
Sixth, this study examines the relationship between the perceived
attributes of Androgyny fashion and purchase intention. The analysis
reveals that all five factors of Androgyny fashion attribute perception—
perceived aesthetic attributes, perceived gender deconstruction
attributes, perceived self-expression attributes, perceived emotional
attributes, and perceived utility attributes—significantly influence
purchase intention.
Seventh, the study analyzes the significant differences in purchase
intention based on consumers' gender role identity. The findings show
that, depending on gender role identity, the highest positive response in
purchase intention was observed in the Gender-fluid group, followed by
the Transgender group, the Agender group, and the Cisgender group.
Eighth, through a comparison involving the introduction of control
variables, the study identifies gender role identity as a significant
moderating factor in the consumer decision-making process. Gender
role identity moderates the impact of attitude, subjective norms, social
influence, and emotional response on purchase intention by influencing
consumers' psychological mechanisms and behavioral tendencies.
Based on the results of the hypothesis tests, this study presents
several implications.
First, Generation Z consumers demonstrate a strong interest in
Androgyny fashion, particularly among college students and highly
educated individuals who prioritize social equality and multiculturalism.
This trend highlights the substantial potential of the Androgyny fashion
market. Consequently, brands should focus on understanding the
psychological characteristics and consumption behaviors of Chinese
Gen-Z consumers. They should aim to design clothing that meets these
individuals' unique needs and develop more appealing marketing
strategies.
Secondly, Androgyny fashion brands should consider the psychological
needs and purchasing concerns of various gender role groups in their
marketing strategies. They should offer personalized services and
expand their range of product choices in a targeted manner, while also
addressing shopping barriers through inclusive advertising and guidance.
This approach can help consumers feel more supported and accepted
within the social environment.
Third, marketing strategies should actively leverage social media to
promote the values and cultural connotations of Androgyny fashion,
enabling a broader audience to recognize the diverse attributes of this
fashion. This approach can guide consumers towards a deeper
understanding and acceptance of Androgyny fashion. Additionally, it is
important to focus on cultivating positive brand images and showcasing
successful dressing examples to help consumers build self-confidence
and foster emotional resonance.
Fourth, while consumers appreciate Androgyny fashion for its
gender-deconstructing characteristics, distinct purchasing intentions have
emerged among consumer groups with varying gender roles. Previous
studies indicate that individuals with different gender role identities
perceive Androgyny fashion attributes differently, suggesting that
diverse demographics may be inclined to purchase such clothing, each
with unique focal points in their perceptions. Therefore, when designing
and promoting Androgyny fashion, it is essential to comprehensively
consider the varied needs of consumers. Brands should carefully
balance the proportions of masculine and feminine elements in their
offerings to effectively attract consumers with different gender role
identities and enhance their purchase intentions.
This study offers a significant theoretical foundation and empirical
data for the marketing of Androgyny fashion; however, it is not
without limitations. For instance, the survey was conducted in a specific
region of China, and the results were derived from a quantitative
evaluation using questionnaires, which limited the number of items used
to measure constructs. Future research could enhance applicability by
addressing these limitations. Specifically, it should focus on improving
sample diversity, refining questionnaire design, diversifying data
collection methods, and expanding theoretical frameworks to gain a
more comprehensive understanding of consumer behavior and the
underlying psychological mechanisms.

국문 초록 (Abstract)

앤드로지니 패션은 하나의 패션디자인에 남성패션 요소와 여성패션 요소
를 동시에 융합하여 남성적 분위기와 여성적 분위기를 조화롭게 표현함으로
써 전통적인 성별 경계를 모호하게 만드는 패션스타일을 말한다. 앤드로지니 패션의 탄생은 이미 100여 년의 역사를 가지고 있지만, 앤드로
지니 패션은 줄곧 비주류의 시각에만 머물러 있었다. 21세기에 들어서면서
사회와 문화의 다원화, 성별의 다양성과 포용성에 대한 사회적 관심과 패션
트렌드의 영향을 받아 앤드로지니 패션은 더 많은 사회 대중에게 알려지고
주목받게 되었다. 중국의 Z세대 소비자 집단은 디지털 시대와 다문화 환경에서 성장하였고, 이들은 성역할 정체감에 있어서 다양성을 나타내고 있으며, 다문화에 대해
더욱 높은 포용성을 보이고 있다. 앤드로지니 패션이 등장하게 된 주된 이
유는 성역할 정체감의 외적인 표현 형태를 대표하기 위한 것으로, Z세대는
앤드로지니 패션의 주요 소비 집단으로서, 그들의 구매 의향의 형성은 성역
할 정체감의 변화에 기인한 것인 동시에 개인의 심리 활동과 사회적 영향이
공동으로 작용한 결과이다.
현재 앤드로지니 패션에 대한 기존 연구는 대부분이 역사, 문화, 디자인
측면에서 연구가 이루어졌으며, 마케팅의 관점에서 앤드로지니 패션에 대한
연구는 상대적으로 적게 다루어지고 있다. 따라서 소비자가 앤드로지니 패
션을 대하는 심리적, 사회적 요인과 구매의도 형성의 원인을 파악하기 위해, 본 연구는 중국 Z세대 소비자 집단의 성역할 정체감을 바탕으로 앤드로지니
패션속성인지, 확장된 계획행동이론 요인, 그리고 구매의도 간의 관계를 분
석하였다. 이를 통해 소비자의 앤드로지니 패션 구매의도 형성에 영향을 미
치는 사회적 및 심리적 요인을 발굴하고, 관련 패션산업에 유익한 시사점을
제공하고자 한다. 본 연구가 제시한 가설을 뒷받침하기 위해, 기존 연구를 통해 설문지의 적
합성을 확인한 후, 중국의 1선 도시와 2선 도시의 Z세대 소비자들에게 설문지
를 배포하고 이를 바탕으로 실증분석을 진행하였다. 조사기간은 2024년 7월 ３일부터 2024년 7월 23일까지 20일간 진행하였고, 총 834부의 설문지를 온라인으로 배포하여 불성실한 응답을 제외한 800부를
최종 분석 자료로 사용하였다. 수집된 설문 자료는 SPSS 26.0과 AMOS 28.0
을 이용하여 빈도분석, 신뢰도분석, 탐색적 요인분석, 타당도 분석, 확인적
요인분석, 상관관계분석, 분산분석(ANOVA)，구조방정식 분석을 하였다. 연구결과는 다음과 같다. 첫째, 본 연구는 앤드로지니 패션속성인지 요인를 종합하였다. 근거이론을
활용하여, 앤드로지니 패션과 관련된 문헌들의 관점을 코딩 및 추출하여 최
종적으로 미적 속성인지, 자기표현성 인지, 성별 재구성의 속성인지, 감정적
속성인지, 실용적 속성인지의 5개의 앤드로지니 패션속성인지를 도출하였다. 둘째, 중국 Z세대 소비자의 성역할 정체감을 조사한 결과, 현대 젊은이들
의 성역할은 양성화, 미분화, 단성화가 각각 1/3을 차지하는 것으로 나타났
다. 하지만 양성화와 미분화의 비율은 2011년에 비해 증가하였고, 단성화는
다소 감소하였다. 셋째, 중국의 Z세대 소비자 집단의 성역할 정체감과 확장된 계획행동이론
요소 간의 상관관계를 분석한 결과, 서로 다른 성역할 정체감을 가진 소비
자들은 태도, 주관적 규범, 지각된 행동 통제, 사회적 영향 등 네 가지 요소
에서 유의한 차이를 보였지만, 정서적 반응 요소에서는 유의한 차이를 보이
지 않았다. 넷째, 앤드로지니 패션속성인지와 확장된 계획행동이론 요인 간의 관계를
분석한 결과, 소비자의 앤드로지니 패션에 대한 미적 속성인지, 성별 재구성
의 속성인지, 자기표현성 인지, 감정적 속성인지, 실용적 속성인지는 모두
태도, 주관적 규범, 지각된 행동 통제, 사회적 영향 및 정서적 반응에 유의
한 긍정적 영향을 미친다는 점을 발견하였다. 다섯째, 확장된 계획행동이론의 요인과 앤드로지니 패션 구매의도 간의 상
관관계를 분석한 결과, 태도, 주관적 규범, 지각된 행동 통제，정서적 반응
은 구매의도에 유의한 긍정적 영향을 미치고, 사회적 영향은 구매의도에 영
향을 미치지 않는다는 점을 발견하였다. 여섯째, 앤드로지니 패션속성인지와 구매의도 간의 상관관계를 분석한 결
과, 5 가지 앤드로지니 패션속성인지는 모두 구매의도에 유의한 긍정적 영
향을 미친다는 점을 발견하였다. 일곱째, 성역할 정체감을 가진 소비자의 구매의도 사이에는 유의한 차이를
보이는 것으로 나타났다. 성역할 정체감에 따른 그룹별 구매의도의 긍정적
인 반응은 젠더플루이드 그룹이 가장 높았으며, 그 다음으로 트랜스젠더 그
룹, 에이젠더 그룹, 시스젠더 그룹 순으로 나타났다. 여덟째, 성역할 정체감이 소비자 의사결정 과정에서 중요한 조절 요인임을
시사한다. 성역할 정체감은 소비자의 심리적 메커니즘과 행동 성향에 영향
을 미침으로써 태도, 주관적 규범, 사회적 영향, 정서 반응이 구매의도에 미
치는 효과를 조절한다. 이와 같은 가설 검증 결과를 바탕으로 한, 본 연구의 시사점은 다음과 같
다.첫째, Z세대 소비자들은 앤드로지니 패션에 대해 비교적 높은 관심을 보
이며, 특히 대학생 집단과 고학력 집단은 사회적 평등과 다원화 문화에 더
많은 관심을 돌리고 있어 앤드로지니 패션시장의 거대한 잠재력을 보여주고
있다. 브랜드는 Z세대 소비자들의 심리적 특징과 소비 형태를 명확하게 포
착하여, 그들의 개성적 수요를 만족시킬 수 있는 패션을 더욱 많이 디자인
하고 더욱 매력적인 시장 전략을 수립하여야 한다. 둘째, 앤드로지니 패션 브랜드는 마케팅 측면에서 다양한 성역할 정체감을
가진 집단의 심리적 수요와 구매 우려 요소를 고려하여, 개인화된 맞춤형
서비스를 제공하고 제품의 선택 범위를 확대하는 한편, 포괄적인 홍보를 통
해 그들이 쇼핑 과정에서 느끼는 장애를 제거하고, 사회 환경에서 더 많은
지지와 수용을 느낄 수 있도록 도와야 한다. 셋째, 마케팅에서 소셜미디어를 적극적으로 활용하여 앤드로지니 패션의
가치와 문화적 의미를 홍보하고, 더 많은 소비자들이 앤드로지니 패션의 다
양한 속성을 인지하여, 앤드로지니 패션을 적극적으로 이해하고 수용할 수
있도록 유도해야 한다. 동시에 긍정적인 이미지를 형성하고 성공적인 스타
일링 사례를 제시함으로써 소비자들이 자신감을 얻을 수 있도록 하고, 브랜
드와 소비자의 정서적 연결을 강화해야 한다. 넷째, 앤드로지니 패션은 성별 재구성의 특징을 통해 소비자들에게 주목을
받고 있지만, 다양한 성역할 정체감을 가진 소비자 집단은 모두 앤드로지니
패션에 대한 일정한 구매의도를 보였다. 또한, 초기 연구 결과에 따르면 서
로 다른 성역할 정체감을 가진 소비자들은 앤드로지니 속성에 대한 인지에
서도 차이를 나타내며, 이는 다양한 사람들이 앤드로지니 패션을 구매할 수
있다는 것을 의미한다. 따라서, 모든 사람들의 앤드로지니 패션에 대한 인지의 초점이 서로 다르
다는 점을 인식하고, 앤드로지니 패션을 디자인하고 홍보하는 과정에서 서
로 다른 소비자들의 다양한 요소를 고려하여, 앤드로지니 패션의 남성패션
요소와 여성패션 요소의 비율을 적절하게 조화시킴으로써 서로 다른 성역할
정체감을 가진 소비자들을 더욱 잘 끌어들이고 그들의 구매의도를 높여야
한다. 연구는 일정한 이론적 기초와 실증 데이터를 제공하였지만 여전히 많은
한계점이 존재한다. 예를 들어, 조사 지역이 중국의 특정 지역에 집중되어
있으며, 결과는 설문지를 통해 정량적으로 평가되었기 때문에 측정 개념의
항목 수가 제한적이다. 미래의 연구는 표본의 다양성, 설문지 디자인, 데이
터 수집 방법과 이론적 틀을 개선하여 소비자의 행동과 그 배후의 심리적
메커니즘을 더욱 전면적으로 이해할 수 있도록 해야 한다.

목차 (Table of Contents)

• Ⅰ. 서론 ················································································································ 1
• 1. 연구 필요성 ································································································ 1
• 2. 연구 목적 ····································································································· 4
• 3. 연구흐름도 ·································································································· 5
• Ⅱ. 이론적 배경 ······························································································· 7
• 1. 성역할 정체감 ···························································································· 7
• 1.1 성역할 정체감의 개념 ··········································································· 7
• 1.2 성역할 정체감의 용어와 선행연구 ··················································· 11
• 1.3 성역할 정체감의 구분 ········································································· 16
• 2. 앤드로지니 패션 ······················································································ 18
• 2.1 앤드로지니 패션 ··················································································· 18
• 2.2 앤드로지니 패션속성인지 ··································································· 31
• 3. 확장된 계획행동이론 ············································································· 55
• 3.1 합리적 행동이론 ··················································································· 55
• 3.2 계획행동이론 ························································································· 57
• 3.3 확장된 계획행동이론 ··········································································· 67
• 3.4 사회적 영향 ··························································································· 71
• 3.5 정서적 반응 ··························································································· 86
• 4. 구매의도 ··································································································· 93
• 4.1 구매의도의 개념 ··················································································· 93
• 4.2 구매의도의 선행연구 ··········································································· 95
• Ⅲ. 연구 설계 ·································································································· 99
• 1. 연구의 개념적 모형 및 가설 ······························································ 99
• 1.1 연구 모형 ······························································································· 99
• 1.2 연구 가설 ····························································································· 100
• 2. 연구 대상 및 측정 도구 ···································································· 112
• 2.1 연구 대상 ····························································································· 112
• 2.2 측정 도구 ····························································································· 113
• 3. 자료처리 및 분석 방법 ······································································ 131
• Ⅳ. 연구 결과 ································································································ 133
• 1. 표본의 일반적 특성 ············································································· 133
• 2. 기술통계분석 ·························································································· 136
• 2.1 변수의 기술통계분석 ········································································· 136
• 2.2 성역할 정체감 및 하위 그룹 통계 ················································· 141
• 3. 측정항목의 신뢰성과 타당성 분석 ················································· 141
• 3.1 외생변수의 타당성과 신뢰성 분석결과 ········································· 143
• 3.2 외생변수의 타당성과 신뢰성 분석 ················································· 147
• 4. 확인적 요인분석 ···················································································· 151
• 4.1 확인적 요인분석의 모형적합도 검증 ············································· 152
• 4.2 확인적 요인분석결과 ········································································· 154
• 4.3 상관관계분석 ······················································································· 155
• 5. 가설 검증 ································································································· 157
• 5.1 가설 1 검증 ························································································· 157
• 5.2 가설 2-가설 4 검증 ··········································································· 159
• 5.3 가설 5 검증 ························································································· 177
• Ⅴ. 결론 ············································································································ 178
• 1. 연구요약 및 연구시사점 ·································································· 178
• 1.1 연구요약 ······························································································· 178
• 1.2 연구시사점 ··························································································· 184
• 2. 연구의 한계점 및 향후 연구방향 ··················································· 190
• 참고문헌
• 부록: 설문지
• Abstract