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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Consumers' Mask Selection Criteria on Mask Brand Awareness and Purchase Intention for Fashion Masks

마스크 선택기준이 브랜드 인지와 패션 마스크 구매의도에 미치는 영향

  • Kim, Min Su (Dept. of Clothing & Textile, Chungnam National University) ;
  • Lee, Ha Kyung (Dept. of Clothing & Textile, Chungnam National University) ;
  • Kim, Hanna (Dept. of Clothing & Textile, Chungnam National University)
  • Received : 2021.10.26
  • Accepted : 2022.01.06
  • Published : 2022.02.28
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Abstract

This study used text mining to analyze big data to understand consumers' demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers' mask selection criteria on mask brand awareness and purchase intention for fashion masks. "Fashion mask" and "functional mask" were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows: First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as "COVID-19," "fashion," "celebrity," "antibacterial," and "filter." This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers' mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks.

Keywords

Acknowledgement

본 연구는 2021학년도 충남대학교 4단계 BK21 대학원혁신지원사업의 지원을 받아 수행된 연구임.

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