Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Cognition, Attitude and Purchasing Experience of SPA Brands by Types of Fashion Lifestyle

패션라이프스타일 유형에 따른 SPA 브랜드 인지, 태도 및 구매경험에 관한 연구

  • 박광희 (계명대학교 패션마케팅학과)
  • Received : 2014.05.19
  • Accepted : 2014.07.30
  • Published : 2014.08.31
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Abstract

The purposes of this study were to classify respondents by their fashion lifestyle and to investigate the differences in cognition, attitude and purchasing experience of SPA brands among fashion lifestyle groups. The convenience sample was drawn from females between the ages of 20 and 39 who lived in Daegu and Gyeongbuk regions from November $1^{st}$ and $15^{th}$ 2012. Descriptive statistics, cluster analysis, ANOVA, Tukey test, and ${\chi}^2$ test were applied to analyze data from 255 respondents. Four clusters (fashion-oriented group, fashion indifferent group, conservative individuality-oriented group, conservative practicality-oriented group) were developed by 16 fashion lifestyle items. The attitude toward SPA brand was classified by six factors(fashionability/variety, good location, good quality, diverse promotions, low price, limited number of merchandise, sales person's information). There were significant differences in cognition, five attitude factors (fashionability/variety, good location, good quality, low price, limited number of merchandise) and purchasing experience of SPA brands among types of fashion lifestyle. While the fashion-oriented group had the highest scores of cognition, attitude and purchasing experience of SPA brands, the fashion indifferent group or the conservative practicality-oriented group had the lowest scores. There were significant differences in age and marital status among the four groups while there were no significant differences in marital status, family monthly income, and job.

Keywords

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  1. The Investigation of Awareness, Attitude and Purchase Behavior for Fashion Multi-Brand Stores - Focusing on women in their 20s and 40s - vol.27, pp.6, 2018, https://doi.org/10.5934/kjhe.2018.27.6.495