Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Korean College Students' Purchase Intention of Foreign Jeans Brands -Applying an Integrated Behavioral Intention Model-

통합적 행동의도모델 적용에 의한 국내 대학생 소비자의 해외 진 브랜드 구매의도 분석

  • Kang, Ji-Hye (Dept. of Clothing & Textiles, Yonsei University) ;
  • Jin, Byoung-Ho (Dept. of Consumer, Apparel & Retail Studies, University of North Carolina at Greensboro)
  • Received : 2010.06.10
  • Accepted : 2010.08.06
  • Published : 2010.08.31
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Abstract

The Korean jean market has become increasingly competitive due to the increased imports of global brands. This study is to understand the purchase behaviors of Korean college students toward foreign brand jeans to help Korean jean brands enhance their competitive advantages over foreign brand jeans in the Korean market. Considering perceptions of Korean consumers toward foreign brands and traditional value changes, this study proposed a research model incorporating two extended behavioral intention (BI) models, Lee's modified BI model and Ajzen's theory of planned behavior. To test the research model, a total of 240 valid data sets were collected from college students in Busan, Korea. Structural and measurement models were estimated using LISREL 8.80. Because face saving failed to attain internal validity, the research model was revised to eliminate face saving. The findings indicated that perceived behavioral control had the strongest direct influence on purchase intentions of Korean college students for foreign brand jeans. Group conformity and subjective norm had non-significant direct impacts on purchase intention, whereas group conformity had an indirect impact on purchase intention through attitude. Based on the findings, theoretical and managerial implications were provided.

Keywords

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