라이프스타일이 구매행동과 브랜드 태도 및 충성도에 미치는 영향

Abstract

In recent years, the lifestyle has changed more rapidly. It has become important to understand and apply lifestyle of fashion brands to reflect consumers' desire. Therefore, when segmenting the market, the brand attitude and loyalty should be considered in addition to the demographic classification of consumers. This paper is based on the purchasing behavior, brand attitude and loyalty of fashion brand according to the lifestyle, focused on the residents of Seoul and the metropolitan area from the teens to the 60s. In addition, the study led to empirical studies by questionnaires on the correlation between the research variable was derived. Research shows that men tend to be conservative type and women tend to be self-expression type. The younger age is self-expression type and the middle-age group is brand pursuit type. In addition, the older age group is conservative type. The occupational group were similar differences by age group. The practical consumption type tends to spend e small amount while the brand pursuit type tends to purchase with a high amount. In the brand attitude, the conservative type considers price/economics factor and the trend/design pursuit type considers fashion/design factor. The brand pursuit type is also the image suitability factor. The brand pursuit type and fashion style type have high brand loyalty. Based on these results, three groups of lifestyle types are important variables for purchasing behavior, brand attitude and loyalty.