소비자 특성 및 관여도가 유아복 구매 행동에 미치는 영향

Effect of Consumer′s Characterististics and Involvement on Infant′s Clothing Purchasing Behavior

This study aims to make clear how consumer's characteristic and involvement in infant's clothing effect on the purchasing behavior. Using questionnaire as a researching tool, I collected the date from 366 housewives who live in Seoul and have kids aged from two to six year-old. The results of the study were as follows : First, they showed a significance on the correlation between sub-variants of involvement in their child's clothing like interest, importance and cognition of danger and those of purchasing behavior like directions to trademark, beauty and practicality, and so that, ti was realized that the involvement have a great effect on their purchasing behavior like. This was of the same opinion that when they think economic significance seriously, they also think practical function importantly. It seems that such a result derived from the fact that infant's clothing is most involved in practicality and economy rather than in trademark, beauty and popularity which are important on adult's clothing because infant's growth is so rapid that it requires to change sooner. Second, as for the correlation between the involvement in their child's clothing and the purchasing behavior according with the consumer's characteristics, they showed a significant correlation according with the consumer's characteristics like husband's profession, average monthly income and monthly expense to purchase infant's clothing. I found, therefore, economic factors like husband's profession, average monthly income and monthly expense to purchase infant's clothing were of most important. It suggests that the higher the consumer's income is, the grater it have an effect on the purchasing behavior.