복식문화연구 (The Research Journal of the Costume Culture)
- 제8권1호
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- Pages.1-14
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- 2000
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- 1226-0401(pISSN)
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- 2383-6334(eISSN)
여대생들의 유명브랜드 의류에 대한 태도 및 구입 의도 연구
A Study on College Women′s Attitude Toward and Buying Intention of Well-Known Brand Apparel
초록
The purposed of this was (1) to investigate the beliefs, attitudes and buying intention of well-known brand apparel among female college students, and (2) to identify the factors that might distinguish those who have high intention to purchase well-known brand apparel and those who have low intention in terms of individual characteristics and social influence. The data were collected trough questionnaire from random samples of 291 female college students. Statical analysis of factor analysis, χ²-test, t-test and multiple discriminant were performed in analyzing the data. 1. 63% of 291 respondents investigated were identified as having high intention to buy well-known brand apparel. 2. Those who have high intention to buy well-known brand apparel have significantly higher beliefs on well-known brand apparel. 3. Those who have high intention to buy well-known brand apparel have significantly more favorable attitude toward buying well-known brand apparel. 4. Two groups of high intention and low intention to buy well-known brand apparel have significantly different profiles in terms of social influences, values, personality and demographic variables.
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