한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)
- 제20권5호
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- Pages.738-752
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- 1996
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
상황과 소비자 특성의 추구 혜택자 선호 브랜드 유형에 대한 영향
Interactive Effects of Usage-Situations and Personal Characteristics on Benefit Soughts of Clothing and Preference of Brand Type
초록
The purposes of this study were 1) to test the interactive effects of usage-situation (wedding receptions, home, and vacation) and personal characteristics (age, income, education, job or self-monitoring) on clothing benefits sought and 2) to identify brand type preference of consumer groups segmented by age, income, education, job or self-monitoring within a situation. The data were collected via a questionnaire from 601 housewives of ages 20's∼ 50's living in Seoul, Korea. The data were analyzed by factor analysis, repeated measure two-way ANOVA and Chi-square test. The results of this study were as follows. First, by repeated measure tow-way ANOVA, there were significant interactions of age and situation, and interactions of education and situation on Youth/Fashion benefits and Brand-value benefits. And interactive effects of education and situation on Self-expression benefits and Economic-value benefits were significant by repeated measure two-way A NOVA. Second, based on x2-test, brand type preference was significant difference between consumer groups segmented by age, education and job within a situation. And preferences of brand type were different among usage situations.
키워드