혜택세분화(惠澤細分化)에 따른 신세대(新世代) 진웨어의 정보원(情報員) 활용(活用)에 관(關)한 연구(硏究)

A Study on the Use Information Sources according to the Benefit Segmentation of New Kids' Jeans Wearing

The purpose of this study was to demonstrate the information sources according to the benefit segmentations of New kids' jeans wearing. The subject consisted of 392 adolescents in Seoul and Honsung area. For analysis of data, confirming factor analysis, correlations, stepwise regression analysis were applied. The results were as follow ; 1. The benefit segmentation dimensions of New kids' jeans wearing were brand royalty, personality, fashionality, and utility pursuit. 2. According to the correlations between the benefit segmentation and the information sources, brand royalty was positive correlation with all information sources. Similary, both personality and fashionality were positive correlation with market initiated and neutral information. The other hand. only utility was negative correlation with neutral information. 3. In influences of the information sources according to the benefit segmentations, market initiated information is high valued in personality, fashionality, utility, and brand royalty. Neutral information is high valued in fashionality.