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A Study on the Differences in the Dress shirt Image Perception, Fashion Consciousness, and the Dress shirt Purchase Attitude between the Daks group and the Renoma group  

Koo, In-Sook (Dept., Consumer Life Information, College of Human Ecology, Chungnam National University)
Publication Information
Journal of Fashion Business / v.10, no.1, 2006 , pp. 164-177 More about this Journal
Abstract
The purpose of this study was to analyze the differences in the image perception of dress shirts, the shirts style preference, the men's fashion consciousness, the shirt purchase attitude, and the usage of the information source between the Daks group(44 respondents) and Renoma group(21 respondents), for developing the possibility and strategy of the dress shirt market in men's wear market for the apparel marketers and manufacturers. For this study, the data obtained from 65 respondents were analyzed by descriptive statistics, Pearson's simple correlation, ANOVA. The results from the study were as follows ; The 6 stimuli for image perception rated on 5 point Likert-type scales in the 12 features were evaluated by perceivers. By the best 3 features abstracted from each stimulus, the shirts styles were named, they were Basic style, Soft style, Sophisticated style, Modern casual style, Mannish style, and Trendy style. There were significant differences in the image perception of Mannish style, the preferences of shirts style, the fashion consciousness, the shirt purchase attitude, and the usage of the information source between the Daks group and Renoma group.
Keywords
Differences in the dress shirt Image Perception between the Daks group and Renoma group; Image Perception map; the shirts style preference; the men's fashion consciousness; the shirt purchase attitude;
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