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기능성의류 인식에 따른 소비자 분류와 이에 따른 제품정보 및 행택 활용도 연구
방기성 ( Gi Seong Bang ),유신정 ( Shin Jung Yoo ) 한국감성과학회 2015 감성과학 Vol.18 No.4
본 연구는 기업과 소비자 간의 기능성 의류제품의 효과적인 정보소통을 목적으로 하는 일련의 연구 중 일부로 기능성 아웃도어 재킷에 대한 인식과 행동양식에 따라 응답자를 유형화하고 각 유형별 기능성 아웃도어 재킷 구매시 활용하는 정보원과 행택에 대한 행동의 차이를 고찰하였다. 설문조사는 기능성 아웃도어 재킷 구매 경험이 있는20∼60대 남, 녀 472명을 대상으로 실시하였다. 기능성 아웃도어 재킷에 대한 인식은 ``기능성``, ``가격``, ``경험/지식``, ``브랜드/디자인`` 요인으로 분류되었으며 요인에 따라 응답자들은 ``비전문적/브랜드 및 디자인 추구집단``, ``전문적/기능성 중시집단``, ``고가제품 선호집단``으로 분류되었다. ``비전문적/브랜드 및 디자인 추구집단``은 인터넷을 정보를 가장많이 활용하는 20대, 30대의 회사원과 학생으로 구성되었으며 ``전문적/기능성 중시집단``의 경우에는 행택(Hang-Tag)을 정보원으로 주로 사용하는 전문직의 40대, 50대가 주를 이루었다. ``고가제품 선호집단``은 60대 이상, 주부의 비율이가장 높은 집단으로 판매원을 정보원으로 주로 이용하는 것으로 나타났다. 기능성 정보제공에 사용된 용어에 대해설명의 필요성을 가장 높게 인식하고 있는 집단은 ``전문적/기능성 중시집단``이었으며 성능정보 관심도가 떨어지는``비전문적/브랜드 및 디자인 추구집단``은 오히려 상대적 만족도가 높은 것으로 나타났다. 본 연구를 통해 기능성 재킷소비자 유형의 특징과 성능 정보에 대한 반응의 차이를 고찰함으로써 기능성 의류제품의 성능 정보 제공을 위한 효과적인 방법과 내용에 대한 실질적이고 유용한 정보를 제공할 수 있을 것으로 기대한다. As a part of integrated study for technical communication between consumer and manufacturer of functional clothing, functional clothing consumers were categorized based on their perception of the functional outdoor jacket and the differences in the source of information and use of hang-tag were examined according to the groups. Questionnaire survey was conducted on 472 males and females in their 20s to 60s, who have experience of purchasing functional outdoor jackets. Perception of functional outdoor jackets was classified into four factors (``functionality``, ``price``, ``experience/knowledge`` and ``brand/design``) and the respondents were categorized into three groups according to the factors: ``unconversant/ brand & design pursuing group``, ``conversant/ function pursuing group`` and ``high-priced products preferring group``. ``Unconversant/ brand & design pursuing group`` was composed of high rate of office workers and students in their 20s and 30s who use internet most frequently as source of information while ``conversant/ function pursuing group`` was composed of high rate of professionals in their 40s and 50s who make the most frequent use of information on hang-tag. ``High-priced products preferring group``, which has high rate of the elderly in their 60s and housewives, obtain their information mainly from salespersons. ``Unconversant/ brand & design pursuing group`` was satisfied with functional information more than other two groups and ``conversant/ function pursuing group`` concerned for the hang-tag and required more explanation of terminology used in hang-tag. The results effectively explained the features of consumer groups and their different responses toward the information of functional outdoor jacket.
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연구논문 : 등산 활동 참여동기와 위험지각 수준에 따른 위험감소행동 연구
방기성 ( Gi Seong Bang ),유신정 ( Shin Jung Yoo ) 한국의류산업학회 2013 한국의류산업학회지 Vol.15 No.4
This study investigates risk reduction behavior with risk perception in outdoor wear purchase situations. Data were collected via a questionnaire from 400 consumers between the ages of 20 to 50 residing in Seoul and Kyonggi-do. Data analysis were conducted with SPSS 20 program on the reliability test, factor analysis, cluster analysis, t-test, ANOVA, and Duncan`s multiple range test. Factor analyses were employed for the participation motivation of mountain climbing activities, risk reduction behavior and risk perception. Five factors were for the participation motivation of mountain climbing activities (health and fitness, external ostentation, achievement and excitement, improvement of climbing skills, and society). Five factors were for risk perception (fashionability loss and social risk, time and convenience loss, economic risk, performance risk, and psychological risk). Five factors were for the risk reduction behavior (interpersonal information sources use, marketer-dominated information sources use, professional information sources use, pre-purchase deliberation/observation/experience, and brand dependence). Three clusters were identified based on the motivation of outdoor activities (the affiliation/display, the health/internal informativeness and low motivation). The participation motivation for mountain climbing activities were varied. Manufacturers should increase efforts to develop products with good qualities at a reasonable cost as well as establish new marketing strategies since the risk of product performance and economic efficiency in the purchase of outdoor wear was a significant consumer perception.
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연구논문 : 기능성 아웃도어 재킷의 행택을 통한 성능정보 제공 현황과 유용성 및 대안연구
이은별 ( Eun Byol Lee ),방기성 ( Gi Seong Bang ),유신정 ( Shin Jung Yoo ) 한국의류산업학회 2014 한국의류산업학회지 Vol.16 No.5
In this study, the current status of product information of functional outdoor jackets in the hang-tags was investigated in perspective of consumer protection. Effectiveness and preferred alternatives to hang-tag information were also investigated. For the market survey, 1560 hang-tags from 676 functional outdoor jackets were investigated. For the effectiveness and preferred alternatives, 472 adults in their 20-60``s were surveyed. The average number of hang-tags was 2.3 but 5.9% did not provide any product information. The contents included functional property of fabric; quality guarantee; brand introduction; product characteristics; instructions for care/usage; subsidiary material information, and they were different depending on end-use of jackets. Consumers strongly wanted explanations of the terms used in the hang-tag and could not accurately figure out the functions of the products from hang-tag information regardless of expression methods. The percentage of incorrect answer of ``figure/foreign language`` method was extremely high. It is a noticeable feature of graph method that customers perceived that the graph was difficult to understand, but the percentage of correct answers was much higher than other methods, implying that graph method was possibly more useful at delivering accurate information to the customers who pursuit information. Customers strongly agreed to need of alternative methods and preferred an unified performance grade from selected functions based on the end-use of products. Customers also wanted to include the information of performance change after laundering. The results could provide practical insights to the consumers, companies, and the government to prepare proper guideline/policies for consumer protection.
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