The Effects of Twenties Women's Fashion Color Reception on Clothing Purchase

20대 여성의 유행색 수용도가 의복구매에 미치는 영향

  • 박정혜 (숙명여자대학교 의류학과) ;
  • 이선재 (숙명여자대학교 의류학과)
  • Published : 2002.08.01

Abstract

The purposes of this study are to examine the relation between twenties women consumer's fashion-color reception and clothing purchase behaviors, and to propose the most effective plans of color-marketing. A questionnaire survey examined 384 persons' opinions in total. First, consumers are classified into 3 groups. according to their preferring colors and the degrees of their concerning : 'type of leading fashion-color', 'type of following fashion-color', and 'type of being indifferent to fashion-color'. Second, this study analyzed the factors of consumers' clothes-purchasing motives. : all consumer groups showed their purchasing motives in the order of 'aesthetic sense'-pursuit factor. 'sensitivity'-pursuit factor, and 'actual profit and sociality'-pursuit factor. Third, the types of consumers' purchasing clothes were divided into 2 groups: type of planned buying. And type of unplanned buying. And the relations between the above 2 groups and purchasing motives were investigated, as a result. it was proved that the consumers who have the purchasing motives of 'sensitivity'-pursuit and 'actual profit and sociality'-pursuit conducted 'planned buying'. Fourth. the relations between motive of clothing purchase and the type of purchase behavior were examined by consumer group : in the consumer group of leading fashion-color, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct' planned buying'. In the fashion-color following group, the more did they have the purchasing motives of 'sensitivity'-pursuit or 'actual profit and sociality'-pursuit, the more did they conduct 'unplanned buying'.

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