20대 여성의 유행색 수용도가 의복구매에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purposes of this study are to examine the relation between twenties women consumer`s fashion-color reception and clothing purchase behaviors, and to propose the most effective plans of color-marketing. A questionnaire survey examined 384 persons` opinions in total. First, consumers are classified into 3 groups, according to their preferring colors and the degrees of their concerning; `type of leading fashion-color`, `type of following fashion-color`, and `type of being indifferent to fashion-color`. Second, this study analyzed the factors of consumers` clothes-purchasing motives, ; all consumer groups showed their purchasing motives in the order of `aesthetic sense`-pursuit factor, `sensitivity`-pursuit factor, and `actual profit and sociality`-pursuit factor. Third, the types of consumers` purchasing clothes were divided into 2 groups; type of planned buying, and type of unplanned buying. And the relations between the above 2 groups and purchasing motives were investigated, as a result, it was proved that the consumers who have the purchasing motives of `sensitivity`-pursuit and `actual profit and sociality`-pursuit conducted `planned buying`. Fourth, the relations between motive of clothing purchase and the type of purchase behavior were examined by consumer group; in the consumer group of leading fashion-color, the more did they have the purchasing motives of `sensitivity`-pursuit or `actual profit and sociality`-pursuit, the more did they conduct `planned buying`. In the fashion-color following group, the more did they have the purchasing motives of `sensitivity`-pursuit or `actual profit and sociality`-pursuit, the more did they conduct `unplanned buying`.