천연염색 상품의 구매 선호도와 소비자 특성에 관한 연구 = A study on Natural-Dyed Products' Purchase Preference & Consumer Characteristics

다국어 초록 (Multilingual Abstract)

Targeting women more 20 years old in Jeju, this study was to find out the purchase preference on natural-dyed products and some customers Characteristics according to purchasing behavior factors. The research questionnaire was issued into 256 copies and carried out the frequency analysis, the factors analysis, K-Means Cluster analysis, and the χ2-test using the SPSS 11.0 version, a statistical analysis program. The result is as follows:
It was appeared that they have gotten the most information about natural-dyed products from their families and friends. The most purchased item was the scarf, and followed the necktie, the daily clothes, the bedding, and the modern Hanbok in order. Most customer purchased natural-dyed products for their own uses. The biggest purchase motive was the material, and followed the health, the color in order. Customers mainly purchase in some speciality stores, and 94.2% of purchasers expressed higher satisfaction than average level. This proves that the consumers having purchased natural-dyed products know natural-dyed products' good features, advantages and disadvantages well, and they are considered as the consumers enjoying naturally dyed products. Main problems related to naturally dyed products were the washing & management, the insufficient information & promotion about products, and expensive costs in order. It was considered that correct indication each product's features or washing & management method in its tag is very important. Consumers preferred brownish, natural image, trees and traditional patterns. Favorite item was daily clothes.
Consumer's purchasing behavior was composed of 7 factors of the friendly-environmental effect, the lifestyle, the cultural marketability, the individuality, the esthetic feature, the comfort, the preference. As the most plausible factor, the friendly-environmental effect was considered as the most important factor in deciding a purchase. Specifically the purchase customers were divided into progressive purchaser group and passive group.
Progressive purchase group liked the natural-dyed products providing esthetic feature, its friendly-environmental feature, and comfort, and progressive purchasing behavior level was proportional to more age, higher income, longer marriage period and higher academic level. Also it was appeared that they mainly got information about naturally dyed products from clerks on the display stand or around people. Passive purchase group had lower purchasing behavior factors. This passive group was mainly composed of young, single people with lower income and people under 10 year marriage period. Marketers can use the results to access the market of natural-dyed products for promotion.

목차 (Table of Contents)

• 〈Abstract〉
• Ⅰ. 서론
• Ⅱ. 연구방법
• Ⅲ. 결과 및 고찰
• Ⅳ. 요약 및 결론
• 참고문헌

참고문헌 (Reference)

1 김수영, "친환경의류제품 인지에 따른 구매행동 분석" 목포대학교 2009

2 이미숙, "천연염색전문 인터넷 쇼핑몰 현황 및 상품 분석" 한국의류학회 34 (34): 1205-1219, 2010

3 김준, "천연염색의 문화산업화 위한 클러스터 구축 필요"

4 홍희숙, "천연염색 제품 구매 고객의 매체 프로그램 및 정보원 이용 특성" 한국의류학회 34 (34): 79-91, 2010

5 조영아, "천연염색 의류제품의 구매실태 조사 연구(제 1보)- 보유 현황과 착용이미지를 중심으로 -" 한국패션비즈니스학회 11 (11): 1-17, 2007

6 홍나영, "천연염색 의류에 대한 소비자 반응 및 소비자 특성" 복식문화학회 11 (11): 404-415, 2003

7 조미숙, "천연염색 연구동향 분석" 이화여자대학교 2003

8 탁혜령, "웰빙 의류제품 채택의 영향 요인 연구" 연세대학교 2005

9 정재만, "소비자의 천연염색 선호도와 지불의사에 관한 연구 -농부산물을 이용한 천연염색을 중심으로" 고려대학교 2008

10 이현진, "기능성 섬유제품의 소비자 구매행동에 관한 연구-건강, 쾌적 기능성 섬유제품을 중심으로" 덕성여대 2002

11 장경혜, "개인의 가치관에 따른 천연 염색제품 구매행동에 관한 연구" 한국의류산업학회 6 (6): 461-466, 2004

12 "http://news.jknews.co.kr/today/news/20100607/6285434"