한국생활과학회지 (Korean Journal of Human Ecology)

  • 제23권2호
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  • Pages.329-341
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  • 2014
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  • 1226-0851(pISSN)
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  • 2234-3768(eISSN)
한국생활과학회 (Korean Association of Human Ecology)
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패션복합문화공간의 문화커뮤니케이션과 쇼핑추구혜택에 관한 연구

The Study on Cultural Communication and Shopping Benefit in Fashion Cultural Complex Space

  • Kim, Ju Hee (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • 투고 : 2014.03.10
  • 심사 : 2014.03.11
  • 발행 : 2014.04.30
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초록

This study examined the effects of cultural communication on the fashion distribution type and the shopping benefit in fashion cultural complex space. Surveys period was from Sep. 17th to Sep. 21st in 2012. The Subjects of this study were the young 207 people who had shopping experiences in fashion cultural complex space in their 20s~30s. The data were analyzed by a reliability analysis(Cronbach's ${\alpha}$), factor analysis and regression analysis. The main results of this study were summarized as follows. First, cultural communication in fashion cultural complex space were impacted by cultural brand, cultural display, cultural support and beneficial effect of culture. Second, customers pursued the shopping benefits to get social value, personal pleasure, individual style and economic value. Third, the preference of fashion outlet was effected by cultural brand and cultural display. The beneficial effect of culture and cultural brand influenced on department store preference. The preference of fashion multi-brand shop was impacted by cultural brand, cultural support and beneficial effect of culture. Fourth, cultural communication in fashion cultural complex space had an effect on pursuing shopping benefits. Fifth, customer's demographic characteristics impacted on cultural brand, cultural display and beneficial effect of culture. Especially, these 3 cultural communications were effected by monthly average fashion spending than age/total income.

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