A Cross-Cultural Study on the Consumer Satisfaction of Clothing between Korea and the United States - Focusing on Familiarity and Pursuited Image of Jeans

한국과 미국 대학생의 의류 제품 만족에 관한 비교 문화 연구 - 청바지에 대한 친숙도와 추구 이미지를 중심으로 -

The purpose of this study was to compare consumers' post acquisition behavior by analyzing the influence of familiarity of jeans, and pursued image. The data was collected by using survey, three stages of pre-tests, and main survey conducted in the U.S and Korea. A total of 520 participants from each country(260 males and 260 females) was used. The results of this study is as follows. Familiarity of jeans and pursued image of jeans wear were compared between Korean and American students. As a result, there was difference between the countries on familiarity that the U.S showed higher familiarity, frequence of wearing and owned quantity. Pursued image was consisted of unique factor and activity factor and Korean students showed higher score on pursuing individualistic image. The results of this study would provide marketing strategy for fashion marketers of global jean brands.