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캐릭터를 의류상품에 응용하기 위한 신세대 소비자 정보 분석
김칠순(Chil Soon Kim),조예진(Yea Gene Cho) 한국복식학회 2001 服飾 Vol.51 No.4
The purpose of this study was to develop a large representative data base for chracter goods marketing strategy. The study was to determine character name awareness in relation to segmented distribution regions and such demographic variables as sex and age. The author also analyzed preferred design. A total of 360 questionnaires were distributed and 359 reliable ones were used for statistical analysis. A SAS statistical package including frequency tables and Chi square test and factor analysis and Kendall`s relation analysis was used. The results are as follow: character name awareness involves character name recognition based on asking subjects to identify character names from 50 given names. Tele-tubbies was found to be a dominant commercial character name as a result of the recognition test, and Sailer-moon was found to be a dominant animation character goods as a result of the recognition test, Character recognition was significantly different in the segmented distribution regions, three age groups and different sex groups. People considered design first in purchasing any character goods, and they considered color second in purchasing them. The most favored part of garment for character to be stitch to was the center front in the T-shirt/dress shirt, the center back in the jumper/jacket, back pocket in the trousers/skirt. The results of a Chi-square test showed that preferred part in the trousers/skirt of character was related with age variables.
패션 관여도와 엄브렐라 제품분류 지각에 따른 패션 엄브렐라 디자인 유형 및 텍스타일 패턴 선호도와 구매의도에 관한 연구
김칠순 ( Kim Chil Soon ),김윤지 ( Kim Yun Ji ) 한국기초조형학회 2020 기초조형학연구 Vol.21 No.1
본 연구는 서울과 경기권에 거주하는 한국 20-30대 여성을 대상으로 패션 관여도와 패션 엄브렐라를 지각하는 정도가 패션 엄브렐라의 디자인 유형 및 텍스타일 패턴 선호도와 구매의도에 영향을 미치는지에 관하여 규명하고자 하였다. 연구방법은 문헌연구와 설문지법을 병행하여 사용하였으며, 1차 데이터 수집은 경기권에 거주하고 있는 20-30대 여성을 대상으로 편의 추출법을 사용하여 샘플링 하였다. 연구문제를 검증하기 위하여 통계 분석을 실시하였고 다음과 같은 결론을 도출하였다. 첫째, 패션 관여는 ‘패션상품 관여’, ‘패션광고 관여’, ‘패션상품 구매 결정 관여’의 3개의 하위차원이 도출되었다. “패션상품 관여”는 “아티스틱 형”, “퍼니 형” 등의 엄브렐라 디자인 유형과 상대적으로 높은 상관성을 나타내었다. 또한 “패션상품 관여“는 아티스틱한 느낌이 나는 패턴, 아티스트 작품 응용 패턴 등의 선호도와 높은 상관성을 보였다. 패션 관여 집단 간 이러한 패턴 선호도는 유의한 차이가 나타났는데 고관여 집단은 아티스틱 느낌이 나는 패턴(ex. 붓 터치, 수채화 등) 등을 더 선호하였고 저관여 집단은 솔리드 패턴을 선호하였다. 둘째, 패션 상품관여는 패션 엄브렐라의 구매의도에 상당히 영향을 미치는 것으로 나타났다. 셋째, 엄브렐라를 패션 아이템으로 높게 지각하고 있는 것은 패션 엄브렐라의 디자인 유형 및 패턴 선호도와 패션 엄브렐라를 구매하고자 하는 의도에 영향을 미친다는 것을 알 수 있었다. 고지각 집단에서는 클래식, 버블, 스톰형 등의 디자인 유형에서 선호도가 좀 더 높았고 저지각 집단에서는 폴더형, 포켓형의 선호도가 고지각 집단보다 높았다. 넷째, 엄브렐라를 패션아이템으로 지각하는 것은 패션 엄브렐라의 디자인 및 패턴 선호도와 상관성이 있으며 지각 정도에 따라 패션 엄브렐라 디자인 선호도에 유의한 차이가 나타났다. 이러한 결과로부터 패션 엄브렐라의 구매의도에 영향을 끼치는 변수는 패션 관여도, 패션 아이템으로 엄브렐라를 지각하는 것과 패션 엄브렐라의 디자인 유형 및 패턴 선호도로 밝혀졌다. The purpose of this study was to examine whether the degree of fashion involvement and perception of fashion umbrella affects on the design type and textile pattern preference and purchase intention of fashion umbrella for Korean women in their 20s and 30s living in Seoul and Gyeonggi-do. Both literature review and quantitative research with the questionnaire were conducted. The primary data were collected using convenience sampling and statistical analysis was conducted. As a result, the following conclusions were drawn. First, fashion involvement was classified into three sub-dimension; fashion product involvement, fashion advertisement involvement, and fashion product purchase involvement. Fashion product involvement has a high cor-relationship with their preferred fashion umbrella design types and textile pattern which are artistic feels or art applied ones. The high fashion involved cluster preferred brush strokes or watercolor painting artistic umbrella, while the low involved group preferred solid ones. Second, “fashion product involvement” has a significant effect on the purchase intention of the fashion umbrella. Third, it was found that the perception of an umbrella classification as a fashion item influences on their preference of fashion umbrella design types and its textile pattern, as well as the intention to purchase fashion umbrella. Fourth, this perception of it is also correlated with the design and pattern preference of fashion umbrella, and there was a significant difference in the preference between two groups according to the degree of perception. From these results, the variables influencing the purchase intention of fashion umbrella were found to be fashion involvement, perception of an umbrella as a fashion item, and design type and pattern preference of fashion umbrella.