의류상품평가에 대한 외재적 단서의 영향

다국어 초록 (Multilingual Abstract)

This research was aimed to present a model of clothing products evaluation and to classify the effect of extrinsic cues on clothing products evaluation. In order to accomplish following subjects were established. First, it is to find the effect of extrinsic cues -price, brand, store- on perceived quality, perceived risk, perceived value, and purchase intention of clothing products. Second, it is to formulate a model of clothing products evaluation and find the relation among the variables such as extrinsic cues, perceived quality, perceived risk, perceived value, and purchase intention. This research was mainly divided into theoretical and empirical part. In the theoretical part, previous theories and studies on clothing products cues, clothing products evaluation, perceived quality, perceived risk, and perceived value were examined to establish a research model and to present a theoretical frame for clothing products evaluation. In the empirical research, a questionnaire was developed and statistical data were collected from during July, 1997. The subjects were 862 women in the age of 20-35 living in Seoul and Kyungki region. SAS and LISREL were used to analyze the collected data. Frequency, percentage, factor analysis, ANOVA, duncan test, correlation analysis, regression anylysis, and LISREL were applied. The results of this research are as follows: First, perceived quality consists of performance quality, external quality, and utility quality in a form of multi dimensional structual. Perceived risk is structured by social/resultant risk, financial/fashionable risk, and performance/management risk. Second, this research proved that extrinsic cues are influenced by each individual variable, and extrinsic cues interact with each other through the variable. The perceived quality is influenced most by price. Among the perceived risk, social/resultant risk, by brand, financial/fashionable risk, by price, and performance/management risk, by store, respectively. Perceived value is influenced by price and brand. Third, in evaluating process, consumer use extrinsic cues to first formulate perceived quality and perceived risk of clothing products and then formulate perceived value to decide on purchase intention.