모피의류 소비자의 특성과 구매행태에 관한 연구 = Research on the characteristics and purchasing trends of fur coat consumers in Korea

다국어 초록 (Multilingual Abstract)

The purpose of this study is to examine the purchasing trends of fur coat consumers based on the characteristics of the purchase of fur goods and the differences between the purchase of fur coats and other general clothes.
More specifically, this study focuses on the nature of the purchase of fur coats in order to examine whether consumers buy fur coats to show off their wealth, whether the makers and the material of fur coats greatly affect consumers, and whether the elasticity in price of fur coats is very low.
The first step of this study is to develop the profiles of fur coat consumers. The demographic characteristics of individual consumers, and their interests in fur coat purchase are examined in order to classify the purchasing trends of fur coat consumers according to the style and frequency of purchase. The second step is to examine whether the consumer´s satisfaction differs according to the characteristics of their personal details and their interests in fur coat purchase. The final step is to examine the difference between fur coat consumers and people who have never bought fur coats and also between the purchase of fur coats and other general clothes.
Sample used in the study are females aged 20 or more who are the residents in Pusan. One hundred twenty questionnaires are distributed to each group of people who own fur coats and people who do not own a fur coat. One hundred six and ninety six questionnaires are put to analysis, respectively.
The results of the study are as follows. First, according to the analysis of the relationship between the characteristics in personal details of fur coat consumers and their fur coat purchasing trends, consumers with different age groups, income levels and social activity levels show differences in their preferred fur coat style and the frequency of fur goods purchase. That means that the preferred style of fur goods varies according to the consumer´s age. More specifically consumers aged over 51 have a tendency to buy fur overcoats while consumers aged below 30 are more likely to buy fur jackets. The preference for the style of fur goods also varies according to the consumer´s income levels as consumers of high income levels are more likely to buy fur overcoats while consumers of low income levels have a tendency to buy fur jackets. A significant difference is noticed in the relationship not between the consumer´s social activity level and the style of fur goods, but between the consumer´s social activity level and the frequency of fur goods purchases.
Second, the analysis of the relationship between the characteristics of fur coat consumers and their purchasing trends suggests that the major source of information in relation to the purchase of fur goods is word of mouth among consumers. The reason may be the consumer´s awareness of high risks in buying high price goods such as fur coats. This explains why the sales of fur goods with relatively low prices such as fur jackets highly relies on advertisements. The number of fur coats purchased also varies according to the source of information.
Third, the result of the relationship between consumer´s interests and the preferred fur coat style shows a significant statistical difference, as the styles of fur coats purchased by consumers who are interested in the functions of fur coats and those who are interested in the symbolic meaning of fur coats are different. Consumers interested in the symbolic meaning of fur coats are more likely to purchase expensive fur overcoats while those who are interested in the functions of fur coats usually buy fur coats with shorter length. It is also believed that consumers with functional interest in their fur coats have a tendency to seek after the fashionable and economical functions of their fur coats while the consumers with symbolic interests in their fur coats are more likely to mainly consider the image of the fur coat brand which may impact on their individuality.
Fourth, according to the result of the comparison of the meaning of fur coat purchase between fur coat consumers and non consumers and the comparison of the characteristics between the purchase of fur coats and that of other coats, the places and reasons people buy fur coats are different. People who own fur coats prefer to buy coats from the stores managed directly by well known fur coat brands while people who do not own fur coats believe that department stores are a proper place to buy fur coats. As far as the reasons for fur coat purchase are concerned, people who own fur coats want to wear them for social meetings and parties while people who do not own fur coats want to use when going shopping or for other cultural events.
Finally, the result of the analysis regarding whether there are any differences in people´s purchasing trends for general clothes according to their possession of fur coats shows items related to purchasing trends such as the source of information, preferred stores and the consumers beliefs in the nature of fur coats are different according to the possession of fur coat. People who purchase fur coats are believed to have more interests in the symbolic meaning of fur coat than people who do not buy fur coats.

목차 (Table of Contents)

• <목차>
• 제1장 서론 = 1
• 제1절 문제의 제기 및 연구의 목적 = 1
• 제2절 연구의 방법과 구성 = 3
• 제2장 모피의류산업의 특성과 현황 = 5
• 제1절 의류산업의 이해 = 5
• 1. 의류산업의 중요성 = 5
• 2. 우리 나라 의류마케팅의 문제점 = 5
• 제2절 모피의류제품 및 산업 특성 = 8
• 1. 모피의류제품의 특성 = 8
• 2. 모피의류산업의 특성 = 9
• 제3절 국내모피의류산업의 현황 = 13
• 제3장 의류구매행동에 관한 이론적 배경 = 18
• 제1절 의류소비자의 구매행동과 선행연구 = 18
• 1. 문제인식 = 18
• 2. 정보탐색 = 20
• 3. 대안의 평가 = 23
• 4. 구매결정 = 29
• 5. 구매후 행동 = 33
• 제2절 의류구매행동의 영향요인 = 36
• 1. 의류구매의 추구 혜택 = 36
• 2. 원산지 효과 = 37
• 3. 관여 = 38
• 제4장 실증적 연구방법 및 절차 = 47
• 제1절 연구가설 = 47
• 1. 인구통계적 특성과 모피의류 구매형태 = 47
• 2. 구매특성과 모피의류 구매형태 = 49
• 3. 관여도와 모피의류 구매형태 = 51
• 4. 모피의류 구매자와 비구매자의 일반의류 구매형태 비교 = 52
• 제2절 변수의 측정 = 53
• 제3절 조사대상 및 절차 = 54
• 제5장 실증적 분석 = 55
• 제1절 자료의 기술적 통계분석 = 55
• 제2절 신뢰성과 요인 분석 = 56
• 1. 신뢰성 검정 = 56
• 2. 요인분석 = 57
• 제3절 가설 검증 = 59
• 1. 인구통계적 특성과 모피의류구매 형태 = 59
• 2. 구매특성과 모피의류 구매형태 = 63
• 3. 추구혜택과 관여도 유형간의 관계 = 66
• 4. 일반의류구매와 모피의류 구매자의 비교 = 68
• 제6장 결론 = 73
• 제1절 연구결과의 요약 = 73
• 1. 인구통계적 특성과 구매형태 = 73
• 2. 구매특성과 모피의류 구매형태 = 73
• 3. 추구혜택과 관여도간의 관계 = 74
• 4. 모피의류 구매자와 비구매자의 모피에 대한 인식과 일반의류 제품구매형태 = 74
• 제2절 연구결과의 시사점 = 75
• 1. 의류마케팅 전반에 대한 시사점 = 75
• 2. 마케팅전략상의 시사점 = 76
• 참고문헌 = 79
• 설문지 = 87
• [SUMMARY] = 93