의류제품 관여수준에 따른 구매동기, 제품 및 점포선택행동에 관한 연구 = A Study on the Consumer's Purchasing Motive, Product and Store Evaluative Behavior Related to the Level of Clothing Product Involvement

다국어 초록 (Multilingual Abstract)

Consumer's purchasing behavior has become diverse as the type of the clothing product and store have been changed variously. Hence, in estabilishing marketing strategy timely it is very important to obtain the proper information on the consumer's preference and the level of product involvement according to the clothing product and store evaluative criteria.
The Measuring instrument included three part: 1) the level of clothing product involvement 2) consumer's purchasing behavior(purchasing motive, product and store evaluative criteria) according to consumer's product involvement level high involvement product group and low involvement product group, 3) personal background variable.
Data were collected from housewives who have middle school or high school students in Seoul. As the method of investigation, questionaires were used and then in statistic analysis were used to get the Frequency, Mean, Percent χ2 test by means of SPSS/PC.
The results of this study have been summarized as follows. 1) In measuring the level of involvement clothing products has been classified into five groups according their end-uses. The formal wear for going out have been classified into the high involved product while the others such as night-clothes, langery, sports wear, underwear and casual wear into low involvement product. 2) The Most important motive to purchase clothing was low price and bargain sail regardless involvement levels. The next important reason was personal circumstantial change in case of high involvement product, Whereas in case of low involvement products, new clothing was purchased due to the changes in size and appearance of old one. 3) As the product evaluative criteria, the selection of high involvement product were influence by design, style, and fitness of clothing or personal status, however, the selection of low involvement product were influenced by comfort low price and simple maintenance. 4) In choosing stores, variety of product was main reason in case of high involvement products, on the other hand the convenient transportation and moderate prices in the case of low involvement product. As for shopping place, consumer preferred shopping in the department store to buy high involvement product While in the nearby retail or wholesale store to buy low involvement products. 5) In referring to background variables, regardless of involvement product the consumer with high income and high education preferred purchasing in the department store.

목차 (Table of Contents)

• Ⅰ.서론
• Ⅱ.문헌연구
• 1.관여의 개념
• 2.관여의 유형
• 3.의류제품관여와 구매행동
• Ⅲ.연구방법 및 절차
• 1.연구문제
• 2.연구대상 및 자료수집
• 3.측정도구 및 분석방법
• 4.자료의 분석
• Ⅳ.결과 및 논의
• 1.의류제품의 용도별 관여수준
• 2.의류제품의 관여수준에 따른 구매동기
• 3.의류제품의 관여수준에 따른 제품평가
• 4.의류제품 관여수준에 따른 점포선택 행동
• Ⅴ.결론 및 제언
• 참고문헌
• 영문요약