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

The Korean Society of Clothing and Textiles (한국의류학회)
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Clothing Purchasing Behavior and Attitude toward the Korean Wave and Korean Fashion according to the Fashion Lifestyle of Chinese Women in their 20s

20대 중국 여성들의 패션 라이프스타일에 따른 의복 구매행동과 한류 및 한국 패션에 대한 태도

  • Park, Hye-Sun (Dept. of Clothing & Textiles, Paichai University) ;
  • Fei, Xie (Dept. of Clothing & Textiles, Paichai University)
  • 박혜선 (배재대학교 의류패션학과) ;
  • 해비 (배재대학교 의류패션학과)
  • Received : 2012.02.08
  • Accepted : 2012.06.19
  • Published : 2012.07.31
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Abstract

This study examined the fashion lifestyle of Chinese women in their 20s and analyzed the purchasing behavior of clothing and attitudes toward the Korean image, Korean Wave, Korean fashion, and preference for Korean fashion brands according to a fashion lifestyle. The major results were as follows: 1) Fashion lifestyle was comprised of factors for the pursuit of personality, pursuit of aesthetic, pursuit of brand, and pursuit of economy. The cluster analysis classified them into groups of: Economy/Personality Oriented, Aesthetic/Brand Oriented, and Fashion-Indifferent. 2) Information source and store patronage were different among the three consumer groups. 3) Attitude toward the Korean image, Korean Wave, Korean fashion, and preference for Korean fashion brands were different among the three consumer groups. These results can be used as the basic data or information for fashion companies that are developing marketing strategies for Chinese women in their 20s.

Keywords

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