A Study of Evaluative Criteria for Leather garment Related to Consumers′ Lifestyle

소비자의 라이프스타일 유형에 따른 가죽의류 평가기준

The purpose of this study was to identify the evaluative criteria for leather garment and investigate differences among the evaluative criteria of consumer groups, which were categorized by consumers' lifestyle. A questionnaire was developed and administered 475 males and females from twenties to forties living in Seoul and Daejon during August in 2001. Data were analysed by frequency, factor analysis, cluster analysis, t-test and one way-ANOVA. The results were as follows: 1. The leather garment evaluative criteria were found to have four different dimensions: a) aesthetic, b) sensory properties and quality, c) practicality, and d) symbolism. Especially, the sensory properties and quality including the weight of the leather garment, odor, and hand feel were identified as distinctive evaluative criteria for leather garment compared with general garments. 2. The leather garment evaluative criteria were used differently according to consumers' lifestyle. Consumers with a passive lifestyle tended to consider economic efficiency and practicality. The confident and active consumers with interests in their appearances tended to buy leather garment for symbolic and aesthetic reasons. 3. There were significant differences in evaluative criteria for the leather garment among demographics-gender, age, and marital status.