Journal of the Korean Society of Costume (복식)
- Volume 50 Issue 6
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- Pages.21-31
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- 2000
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- 1229-6880(pISSN)
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- 2287-7827(eISSN)
A Study on the Attitudes of Net Generation toward Purchasing fashion Products according to Life-style
N세대(Net Generation)의 라이프스타일에 따른 패션구매태도에 관한 연구
Abstract
The purpose of this study was to characterize the attitudes of Net generation customers toward purchasing fashion products or apparels through Cyber communication media. This study targeted 333 individuals aged from 14 to 24 purchasing fashion apparels through the Interned or PC communication. The data were analyzed by using frequency analysis, factor analysis, t-test, ANOVA by SASS package. The results of this study are as follows : 1. Fashion life-style of Net generation is classified into four groups - Fashion attached type, Web entertainment type, Web information type, Web media purchasing type. Net-Generation shows a little preference for brand. 2. As a result of the statistical analysis of each group's demographic variables, price is not so important when purchasing and according to the analysis of age, it proves that twenties are trendier than teenagers. 3. The most significant factor of information search is watching others' clothes and the most popular place for purchase is wholesale mall. Net-Generation has a little intention to purchase through Cyber communication media.