거주평형에 따른 소비자 홈 패션 구매 행동 및 선호도 연구

Abstract

The purpose of this study was to research buying behavior and home fashion preferences based on housing size. The target consumers were Korean women, aged 20~40s who reside in the Seoul & Kyunggido areas. We distributed questionnaires to 650 women. However, only 600 questionnaires were used for the statistical analysis. Data analyses were conducted with SPSS program on the frequency, Chi-square test, cluster analysis, t-test and ANOVA. The results of this study are as follows: 1. The considering factors for purchasing such as brand, trends, coordinating existing furnishings with new products, and functionality were significantly associated with housing size. The buyers who reside in bigger size homes, over 40 pyung place higher value on brand name, trends, or coordinating existing furnishings with new products than residents in smaller units. However, women who live in smaller units place higher value on functionality when purchasing home fashion products. Considering factors such as brand, trend, and materials were also significantly associated with segmented age group; 40~49 age group considered brand, trend, and materials more than 20~29 age group. The group who are highly interested in home fashion considered design/color, brand, coordination, and functionality than the group who are low interested in home fashion. 2. Residents in over 40 pyung homes buy home fashion products at department stores, while residents in less than 39 pyung homes buy them at discounted store. 3. Respondents preferred solid colors more than patterns. However, they favored character pattern for textile bedding products for their children. 4. There is also a statistical difference in preferences for types of window treatments between large and small housing sizes. Residents living in over 40 pyung preferred tie-back/cottage curtain, while residents living in less than 29 pyung preferred Roman shade style.