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여대생들의 의류구매 의사결정 스타일 특성에 관한 연구

Profiling Female College Students' Apparel Buying Decision-Making Styles

정혜영
복식문화학회 (The Costume Culture Association)|2004.06|복식문화연구 (The Research Journal of the Costume Culture)|제12권 제3호|pp. 468-484

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참고문헌

키워드

consumer decision-making styles(소비자 의사결정 스타일)material values(물질적 가치관)change seeking tendency(변화추구성향)prestige sensitivity(위신의식)fashion information source(패션정보원).
주제분류생활과학

초록

Abstract

The purposes of this study were (1) to segment female college students' apparel shoppers into unique apparel buying decision-making style groups; and (2) to profile for each segment in terms of personal characteristics (material values, change seeking tendency and prestige sensitivity) and fashion information sources. Data were collected through questionnaires from convenient sample of 290 female college students. As a result of cluster analysis and univariate analysis of variance, distinctive consumer decision-making style groups of consumers were identified; Value-maximizing Recreational Shoppers, Brand-Maximizing Emotional Shoppers, and Apathetic Shoppers. These three groups were compared as to the effect of personal characteristics variables and fashion information sources through univariate analysis of variance and chi-square statistics. The result showed that personal characteristics (material values, change seeking tendency and prestige sensitivity) and fashion-information sources do influence the consumer decision-making styles and that these three groups were unique in their decision-making characteristics showing that consumer decision-making styles can be a good segmentation base for apparel market.

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