소비자의 의복 상표충성도와 의복구매행동 = Consumer's Clothing Brand Loyalty and Clothing Buying Behavior

다국어 초록 (Multilingual Abstract)

The purposes of this study were 1) to reveal the consumer`s brand loyalty on clothing, 2) to identify the relationships between the consumer`s clothinlg brand loyalty and consumer characteristics, product characteristics, and consumer`s clothing buying behavior. Subjects were selected from the employed and unemployed housewives living in Taejon. A questionnaire was developed and administered by 316 housewives during Spring in 1992. Data were analysed by frequency, Pearson`s correlation coefficient, regression and oneway­ANOVA. The results of the study were as follows: 1) The half of subjects had brand loyalty on clothing. 2) The relationships between consumer`s clothing brand loyalty and housewives` and her husbands` educational level and average income of a month were significant. Consumer`s clothing brand loyalty and housewives` age had significantly negative relationship. 3) Consumer`s clothing brand loyalty was significantly related to price of clothing. 4) The relationships between consumer`s clothing brand loyalty and satisfaction toward brands, and the store patronage behavior were significant. The relationships between consumer`s clothing brand loyalty and her prepurchase information search behavior, and the amount of purchasing of clothing were not significant.