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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Concept and Consumer Traits of a Market Maven

마켓 메이븐의 개념 및 소비행동적 특성

  • 전경숙 (한성대학교 예술대학 의류패션산업전공) ;
  • 박혜정 (한국산업기술대학교 교양학과)
  • Received : 2012.04.09
  • Accepted : 2012.05.14
  • Published : 2012.05.31
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Abstract

Market mavens are known as powerful consumers for the diffusion of market information in general fields. This study investigates the market mavens in fashion consumers. Data were gathered by surveying university students in Seoul, using convenience sampling; 312 questionnaires were used in the statistical analysis. This study proved that consumers recognized the existence of market mavens and the importance of market mavens' information and their evaluations. In regards to the demographic factors, the more clothing expenditures and family income then the higher the tendencies of the market maven. Market mavens were consumers who were aware of marketer's persuasion but showed no differences in marketplace interfaces. Market mavens were particularly interested in dressing styles and were highly convinced in their abilities to make fashion decisions.

Keywords

References

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