다면적인 가격지각이 의복구매과정에 미치는 영향- 구매태도 및 행동과의 관계를 중심으로 - = The Multi-Faceted Influence of Price on Consumers’ Purchasing Process of Apparel Products- Relationships with Attitudinal and Behavioral Variables -

다국어 초록 (Multilingual Abstract)

The multi-faceted influence of price on consumers? purchasing process of apparel products: Relationships with attitudinal and behavioral variablesPrice has a significant relationship to clothing products not only because of its practical, emotional and symbolic attributes but also because of its wide range and frequent changes. The purpose of this study was to identify the multi-faceted influence of price on consumers? purchasing process of clothing products.Six types of price-perceptions were related to various attitudinal and behavioral variables in a clothing purchase. A questionnaire was developed and data were collected from 720 adult women living in Seoul. Factor analysis, multiple regression, t-test and canconical correlation were employed to analyze the data.Low price consciousness was negatively related to product-oriented aspects of clothing and effected the one-price sale, visiting public markets and using interpersonal sources of price information. Value for money consciousness was positively related to product-oriented aspects of clothing and consumers? age or marriage and effected price considerations at the on-purchase and post-purchase stage. Price-quality inference was related to product-oriented and market-oriented aspects of clothing while price-prestige inference was related to visual and symbolic aspects of clothing and effected normal-price purchasing. Sale proneness was related to market-oriented aspects of clothing and effected seasonal sale price purchasing and price mavenism was related to market-oriented and visual aspects of clothing and effected price considerations at the pre-purchase stage.주제어(Key Words): 가격지각(price perception), 의복구매태도(attitudinal variables of clothing purchase), 의복구매행동(behavioral variables of clothing purchase)