가격과 상표가 의복의 지각된 품질 , 가치 , 구매의도에 미치는 영향 = The Effect of Price and Brand on the Perceived quality , Value and Purchase of Clothing

다국어 초록 (Multilingual Abstract)

This study is designed to find out the effects of price on the consumers perceived quality, value and purchase willingness of clothing in order to get the basic information that is needed in helping clothing manufacturers strategy for merchandising promotion on price. This study was conducted by means of a questionnaire survey of university students in seoul. SAS program was used for analysis. The conclusions of this study as follow: First, with respect to the price level of clothing, consumers evaluate the perceived quality of high-price case higher than that of low-price case, and evaluate the perceived value and purchase willingness of low-price case higher than those of high-price case. Second, with respect to the brand name level of clothing, consumers evaluate the perceived quality, perceived value and purchase willingness of well-known brand case higher than those of unknown brand case. Third, the interaction between price and brand dosen`t appear. Thus from this result we can know that price and brand have the same amount of effect in both single-quo case and multi-que case. Forth, with respect to the price and brand name level of clothing, there exist significant differences in perceived quality, perceived value, and brand name level. Fifth, in the study of the relationship between perceived quality and purchase willingness and the relationship between the perceived value and purchase willingness, perceived value has more effect on purchase willingness than perceived quality.