의복관여에 따른 의복구매행동에 관한 연구 = A Study on Clothing Buying Behavior by Clothing Incolvement

다국어 초록 (Multilingual Abstract)

The purpose of this study was to identify the relationship of clothing involvement and clothing buying behavior of women. A questionnaire was developed to measure clothing involvement, clothing purchasing motives, clothing purchasing criteria, fashion information sources, store selection criteria, and demographic characteristics. The questionnaire was administered to 430 female adults in Taegu
The date were analyzed using percentage, frequency, factor analysis, and t-test.
The results of the study were as follows:
1. Subjects were devided into low clothing involved and high clothing involved groups.
2. Three dimensions of clothing purchasing motives were derived by factor analysis such as Aesthetic dependant, Impulsive, and Practical motive. Clothing purchasing criteria were factor analysed as Aesthetic, Qualitative, External, and Economical criterion.
Fashion information sources were factor analysed as Printed & audio-visual oriented media, Marketer intensive search, Store search, Observation & Interpersonal search. and Experience. Store selection criteria were factor analysed as Merchandise & Store atmosphere, Store convenience, and Brand & fashion.
3. There were significant differences between high involved and low involved consumers in clothing purchasing behavior. The high involved consumers showed more importance than low involved consumers about purchasing criteria especially in aesthetic dependant.
The high involved consumers put more importance to aesthetic, qualitative, and external criterion as clothing purchasing criteria. The high involved consumers put more importance than low involved consumer in clothing fashion information sources. The high involved consumer were more concerned about merchandise & store atmosphere, and brand & fashion than low involved consumer in store selection criteria

목차 (Table of Contents)

• Abstract
• I. 서론
• II. 이론적 배경
• 1. 의복관여
• 2.의복구매행동
• III. 연구방법 및 절차
• 1. 연구 문제
• 2. 측정도구
• 3. 조사대상 및 자료수집
• 4. 분석방법
• IV. 결과 및 논의
• 1. 의복구매행동 문항의 요인분석
• 2. 의복관여에 따른 의복구매행동
• V. 요약 및 결론
• 참고문헌