의복 구매의사 결정과정에 따른 패션정보원의 영향연구 : 여대생을 중심으로 = A Study on the Effects of Fashion Information Sources on Clothing Purchase Decision Process

다국어 초록 (Multilingual Abstract)

The purpose of this study was to find out the effect fashion information source in the stage of purchase decision-making and difference by stage of the effect extend, and to analyze the difference by fashion information source.
For this study, the data were collected through the questionnaire distributed to 337
female students from five universities.
The results are as follows:
1)There was significant difference among the effect of fashion information source
according to the purchase decision-making stage. At the adoption stage, fashion
information source have the most effect on clothing purchase.
2)The effect of Impersonal Source in the purchase decision-making stage was gradually
decreased from the initial (awareness, interest)stage to the late stage.
3)The effect of personal Source in the purchase decision-making stage was gradually
increased from the initial (awareness, interest)stage to the late stage.
4)Adoption stage was highly influenced by friend and familly that was Personal
Independent Source than other fashion information source. However the final selection on
clothing purchase was not influenced by and familly.
5)The was significant difference among the effect of fashion information according to
the grade. Low grade students were highly influence by Impersonal Sources on clothing
purchase.
6)There was significant difference among the effect of fashion information source
according to the major. The students majored clothing & textile-design were highly
influenced by Impersional Source.
The results suggest that fashion information source was significantly different according
to purchase decision-making stage and was influenced by grade and major of subjects.

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론적 배경
• 1. 구매의사 결정과정
• 2. 패션 정보원
• 3. 의복 구매 의사결정 과정시 패션정보원의 활용
• III. 연구방법 및 절차
• 1. 연구가설 설정
• 2. 표준설계
• 3. 측정도구 및 측정방법
• 4. 자료수집 및 분석
• IV. 결과 및 해석
• 1. 의복구매 결정 과정시 패션정보원의 영향
• 2. 의복구매 결정과정에 따른 패션 정보원 유형별 영향도 차이
• 3. 학년과 전공에 따른 의복 구매 결정시 패션 정보원의 영향
• V. 결론 및 제언
• 참고문헌