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

  • 제42권3호
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  • Pages.438-451
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  • 2018
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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패션라이프스타일 집단에 따른 편집매장에 대한 인지, 태도 및 구매의도의 차이

Differences in Awareness, Attitude and Purchase Intention of Multi-Brand Stores among Fashion Lifestyle Groups

  • 투고 : 2018.02.14
  • 심사 : 2018.05.31
  • 발행 : 2018.06.30
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초록

This study analyzed differences in awareness, attitude, and purchase intention for multi-brand stores among fashion lifestyle groups. A questionnaire survey was conducted between September 12th and September 30th 2016 with women in their 20s to 40s living in the Seoul metropolitan area, Busan, Gyeongnam area, Daegu, and Gyeongbuk area. Data were collected from 417 women and analyzed using factor analysis, cluster analysis, analysis of variance and a Duncan test. The results of this study are summarized as follows. First, the result of factor analysis showed that fashion lifestyle was divided into five factors such as individuality orientation, practicality orientation, conspicuous orientation, fashion orientation, and economic orientation. The respondents were classified into economic pursuit group, individuality seeking group, active fashion seeking group and practicality seeking group according to fashion lifestyle factors. Second, there were significant differences in awareness, attitude, and purchase intention of multi-brand stores among fashion lifestyle groups. Fashion seeking group was more aware of, had a positive attitude toward, and purchased more fashion products in multi-brand stores than other groups.

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