한국의상디자인학회지 (Journal of the Korea Fashion and Costume Design Association)

한국의상디자인학회 (Korea Fashion and Costume Design Association)
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소비자 관점에서의 패션디자인 평가요소가 디자인 가치 및 브랜드 충성도에 미치는 영향

The Effects of Fashion Design Evaluation Factors on Design Value and Brand Loyalty from the Consumer's Perspective

  • 김유빈 (성균관대학교 대학원 의상학과)
  • Yubeen Kim (Dept. of Fashion Design, Sungkyunkwan University General Graduate School)
  • 투고 : 2023.05.27
  • 심사 : 2023.07.24
  • 발행 : 2023.09.30
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초록

The purpose of this study was to analyze the effects of consumers' fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of 'the influence of consumer's fashion design evaluation factors on design value', the fashion design evaluation factors of 'convenience', 'social activity usefulness' and 'fashion ability' had an effect on the emotional design value. 'Convenience', 'functional usefulness', 'social activity usefulness', 'fashionableness' and 'aesthetic' factors affected the rational design value. 'Convenience', 'fashionableness', 'aesthetic' and 'psychological self-conformity' had a positive (+) effect on kinesthetic design values. As a result of the analysis of 'Influence of consumer's fashion design value on brand loyalty', 'emotional design value', 'rational design value' and 'kinesthetic design value' affect attitude brand loyalty, and 'emotional design value' and 'kinesthetic design value' affect brand loyalty. It was found that 'kinesthetic design value' has an effect on behavioral brand loyalty. As a result of the analysis of 'the effect of consumer attitude brand loyalty on behavioral brand loyalty', it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.

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참고문헌

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