여성 소비자의 해외브랜드 정장의류에 대한 태도 = Attitudes Of Female Consumers Toward Imported Brand Formal Wear

다국어 초록 (Multilingual Abstract)

Female consumers were surveyed to examine if their attitudes of female consumers toward imported-brand formal wear can be differentiated in terms of purchase experience of imported-brand formal wear and demographic characteristics. The relationships between the attitudes and purchasing behaviors, and attitudes and postpurchase satisfaction regarding price and quality of imported-brand formal wear were also investigated. A questionnaire consisting of 29 questions was distributed to 1000 female consumers in age range of 20 - 59, and 754 were used. The consumers with purchase experiences of imported-brand formal wear showed favorable attitudes toward imported-brand formal wear. The higher monthly expenditures of clothing and education level of the consumers were, the more favorable attitudes toward imported-brand formal wear. The younger subjects were, the more favorable their attitudes were. The married showed higher preferences on imported-brand formal wear than the unmarried. The consumer with high postpurchase satisfaction showed favorable attitude towards imported-brand formal wear. Satisfaction with quality seems to influence more on the formation of favorable attitudes toward imported-brand formal wear than satisfaction with price does.