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연구논문 : 나르시시즘성향에 따른 소비자유형과 의류제품 및 화장품 소비가치
황연순 ( Yeon Soon Hwang ) 한국의류산업학회 2011 한국의류산업학회지 Vol.13 No.3
The primary purposes of this study were to classify consumer`s type according to narcissistic orientation of consumer and then to reveal consumer`s perception differences on consumption value of apparel products and cosmetics subject to the types. Data were collected from 194 female college students in Ulsan. It was analyzed by frequency analysis, factor analysis, cluster analysis and MANOVA, ANOVA using SPSS Win 12.0. The results were as follows: First, consumer`s types classified according to narcissistic orientation were non-narcissist, high-narcissist, leadership and self-absorption. Second, in the consumption value of apparel products case, there were significant differences in effective value, symbolic value and sensitive value among the types. Third, in the consumption value of cosmetics case, there were significant differences in sensitive value and effective value among the types.
박은주(Eun Joo Park),황연순(Yeon Soon Hwang) 한국복식학회 1997 服飾 Vol.31 No.-
The purpose of this study was to investigate the experiential aspects of consumer in the apparel buying porcess, especially the affective aspects. An ethnographic approach is a kind of qualitative analysis or naturalistic inquiry being adopted by studies of anthnopology and consumer behavior. Data were collected via dong paticipant observation, interview, field notes and recording for three months from female students of universities in Pusan. Results were as following : First, consumers experienced the various kinds of affection in the apparel buying process, such a satisfaction, pleasure / refreshment, interest / attraction, pride, conspicousness, impulse, neglect, pride, conspicousness, impulse, neglect, prostration, anxiety, irritation and dispiritedness. Second, especially, they were felt saitsfaction and conspicousness by the atmosphere of store, pleasure by the smell of store, and impulse by nostalgia in apparel buying process. Also negative affections felt in the process, such as neglect, prostration, anxiety, and irritation, had a great influence to apparel buying behavior. This study was to serve as a pilot study, we wished to fortify the methodology of qualitative analysis, to identify themes, and to develop hypohtesis for further study.