Journal of the Korean Home Economics Association (대한가정학회지)
- Volume 39 Issue 2
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- Pages.73-84
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- 2001
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- 1225-0937(pISSN)
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- 2234-2818(eISSN)
The Effect of Benefit thought and Fashion Image on Purchase Intention fo Gal-ot
추구혜택과 패션이미지가 제주지역 패션문화상품 갈옷 구매의도에 미치는 영향
Abstract
The purposes of this study were 1) to identify the effect of clothing benefit sought on fashion image sought and 2) to determine the effects of fashion image and benefit sought on purchase intention of Gal-ot. The data were collected via a self-administered questionnaire from 172 female tourist(20 to 50 ages) in Cheju and analyzed by factor analysis, stepwise multiple regression analysis and logistic regression analysis. Four factors of benefit sought were identified : Practicality/economic-value, aesthetics, reputation, and souvenir-value. Six factors of fashion image were found and labeled as: Sexy/feminine, wild/mannish, easy/simple, Cheju image, ecology and natural image. The effects of benefits sought(Practicality/economic-value, aesthetics, reputation and souvenir-value) on fashion image(Sexy/feminine, easy/simple, Cheju and natural image) were found. There were also significant effects of benefit sought(souvenir-value) and fashion image(Cheju image) on purchase intention of Gal-ot.