대학생들의 패션잡지정보 수용에 따른 패션상품 구입과 코디네이션에 관한 연구 - 인구통계학적 변인을 중심으로 -

Abstract

The purpose of this study was to examine the way of utilizing fashion magazine information(ads, collections, interviews with celebrities and introduction of shopping malls) among college students on the assumption that there would be differences in their reception of the information according to their demographic variables(academic year, gender, major, average monthly family income and spending on fashion products). The subjects in this study were 349 selected college students. A survey was conducted from June 25 to July 20, 2014. A statistical package SPSS WIN 15.0 was employed to obtain statistical data on percentage to grasp the general characteristics of the students, and t-test, one-way ANOVA, frequency analysis, x2(chi-square) test and Scheffe test were used to find out their reception and usage of fashion magazine information. The students whose average yearly spending on fashion items were larger were better at receiving ads among the different sorts of fashion magazine information, and the students who were female, who were freshmen, who majored in humanities or social studies and whose average monthly family income was between four million won and less than six million won were better at receiving interview information. As for the relationship between the reception of fashion magazine information and the purchase of fashion products, fashion products that were advertised in fashion magazines were most purchased, followed by collections, interviews and shopping. Concerning fashion coordination, what's informed through ads was best received, followed by collections, shopping and interviews.