구매자의 가치에 따른 유아동복 평가기준과 이미지 및 색조 선호도 = Evaluation Criteria and Image-Tone Preference of Infant and Children`s Wear according to Buyer`s Value

다국어 초록 (Multilingual Abstract)

This study investigates the differences in the purchasing behavior of infant and children`s wear with particular attention to the features of children and consumers. This study conducted a survey on female buyers of infant and children`s wear living in Seoul and Gyeonggi Province. A total of 558 questionnaires were analyzed using a SPSS 18.0 statistic program with factor analysis, Cronbach`s α, cluster analysis, ANOVA, and Duncan test. The results are as follows. 1. Three types of groups by values were identified: mental-social achievement oriented group, social achievement oriented group, and pleasure value oriented group. 2. A significant difference was found in the physical criteria and aesthetic criteria. 3. A significant difference was found among the relation of groups in fancy, neat, and easy-active images. 4. The results showed for all groups that consumers of infant and children`s wear prioritized soft pastels most.