The Effect of Fashion Product Consumers’ Need for Uniqueness on their Criteria of Clothing Selection and Switching Intentions
0
조회
0
다운로드
0
인용
0
참고문헌
키워드
초록
The purpose of this study was to investigate the The effect of fashion consumer's need for uniqueness in their clothing purchase behavior and switching intention. A total of 332 cases were included as the subjects of this study and a survey method was used. The data were analyzed by factor analysis, reliability analysis, t-test and multiple regression analysis using the SPSS 22.0 statistical program. The results were as follows. 1. The 3 dimensions (creative choice, unpopular choice, and avoidance of similarity) were extracted from the consumer's need for uniqueness and consumer divided high uniqueness group, middle uniqueness group, low uniqueness group. 2. The 3 factor (esthetic, functional, practical) were extracted from the clothing selection criteria. The three group had a significant difference in clothing selection and switching intention. Aesthetic factor and practical factor were the highest in high uniqueness group. 3. The need for uniqueness has influence on the aesthetic factor and practical factor. The creative choice factor had positive effect on the aesthetic and practical factor, yet unpopular choice factor had negative effect on the practical factor. The need for uniqueness and aesthetic factor has positive influence on brand switching intentions. 4. There was difference in unpopular choices factor by gender. A monthly average expenditure on fashion products had a significant difference in three kind of need for uniqueness. Results of this study provide a basis understand need for uniqueness and their effect on consumer behavior.
Abstract
The purpose of this study was to investigate the The effect of fashion consumer's need for uniqueness in their clothing purchase behavior and switching intention. A total of 332 cases were included as the subjects of this study and a survey method was used. The data were analyzed by factor analysis, reliability analysis, t-test and multiple regression analysis using the SPSS 22.0 statistical program. The results were as follows. 1. The 3 dimensions (creative choice, unpopular choice, and avoidance of similarity) were extracted from the consumer's need for uniqueness and consumer divided high uniqueness group, middle uniqueness group, low uniqueness group. 2. The 3 factor (esthetic, functional, practical) were extracted from the clothing selection criteria. The three group had a significant difference in clothing selection and switching intention. Aesthetic factor and practical factor were the highest in high uniqueness group. 3. The need for uniqueness has influence on the aesthetic factor and practical factor. The creative choice factor had positive effect on the aesthetic and practical factor, yet unpopular choice factor had negative effect on the practical factor. The need for uniqueness and aesthetic factor has positive influence on brand switching intentions. 4. There was difference in unpopular choices factor by gender. A monthly average expenditure on fashion products had a significant difference in three kind of need for uniqueness. Results of this study provide a basis understand need for uniqueness and their effect on consumer behavior.
참고문헌 (33)
- Belk, R. W., "Possessions and the extended self", Journal of Consumer Research, 15, pp.139~168 (1988)
- 조긍호, "문화성향과 허구적 독특성 지각 경향", 한국심리학회지: 사회및성격, 16(1), pp.91~111 (2002), 한국사회및성격심리학회
- 조윤주, "체형인식에 따른 세분화와 의복평가기준과의 관계", Family and Environment Research, 43(11), pp.185~196 (2005), 대한가정학회
- 정영주, "의류점포속성 및 관계품질이 점포전환의도에 미치는 영향에 관한 연구 - 인터넷 쇼핑몰과 재래시장 패션전문상가를 중심으로 -", 패션 비즈니스, 16(4), pp.75~87 (2012), 한국패션비즈니스학회
- 김완석, "한국판 소비자 독특성 욕구척도(K-CNFU): 척도개발과 타당화", 한국심리학회지: 소비자·광고, 4(1), pp.79~101 (2003), 한국소비자·광고심리학회
- 한성지, "50？60대 여성의 라이프스타일에 따른 의복구매행동에 관한 연구 － 의복평가기준과 구매장소를 중심으로 －", 복식문화연구, 10(5), pp.504~517 (2002), 복식문화학회
- Heckert, D. M., "The relativity of positive deviance : The case of the french impressionists", Deviant Behavior, 10(봄), pp.131~144 (1989)
- 허은정, "대중매체와 개인적 변수가 대학생 소비자의 성형태도 및 성형행동에 미치는 영향", 한국생활과학회지, 20(3), pp.625~636 (2011), 한국생활과학회
- 제은숙, "아웃도어 웨어 추구혜택에 따른 의복선택기준과 구매만족도에 관한 연구", 패션 비즈니스, 16(4), pp.1~12 (2012), 한국패션비즈니스학회
- 전경숙, "패션성향과 소비자독특성욕구가 명품구매의도에 미치는 영향", 한국의류학회지, 29(2), pp.231~241 (2005), 한국의류학회
- 정혜원, "소비자 독특성 욕구에 따른 알파누메릭 브랜드 네임 및 패션제품 유형의 선호도 연구", 패션 비즈니스, 16(5), pp.114~129 (2012), 한국패션비즈니스학회
- 강은미, "의류제품구매시 소비자 만족에 영향을 미치는 요인 : 의류점포 서비스 품질, 의복평가기준 및 의복관여를 중심으로", 한국의류학회지, 27(1), pp.29~39 (2003), 한국의류학회
- Kim, E. K., "A study on the dissatisfaction and brand switching behavior of cosmetic consumer", master, pp.2002
- Kim, H. J., "A Study on the structural relationship among consumer’s need for uniqueness, vanity, Internet shopping value, purchase intention", master, pp.2009
- 김지영, "브랜드 인식, 브랜드 충성 및 구매의도에 대한 소비자의 독특성 욕구와 의복관심의 영향 -최적모형 구축을 중심으로-", 한국의상디자인학회지, 10(1), pp.125~134 (2008), 한국의상디자인학회
- Kim, M. J., "A Study on the purchasing behavior according to golf-wear consumer’s need for uniqueness and pursuit benefit", master, pp.2010
- Kim, M. K., "The type of consumer’s brand switching on fashion goods and response to marketing communication", Journal of the Korean Society of Clothing and Textile, 25(4), pp.685~696 (2001)
- Kron, J., "Home-Psych : The social psychology of home and decoration" (1983), Claskon N. Potter, Inc
- Lee, C. H., "The effects of competitor brand discount on consumer’s perceived value and brand switching", master, pp.2000
- Lee, E. Y., "Fashion Marketing" (1997), Kyumonsa
- Lee, K. H., "A study on criteria of evaluating clothing and web service on Internet shopping mall related to consumer involvement", master, pp.2002
- 이영미, "직장여성의 쇼핑성향에 따른 의복구매동기와 제품평가기준에 관한 연구", 복식문화연구, 11(2), pp.193~207 (2003), 복식문화학회
- Lim, H. K., "A study of brand parody effect on brand attachment –Focused on the ownership and need for uniqueness", master, pp.2009
- Lynn, M., "The Desire for Unique Consumer Products: A New Individual Differences Scale", Psychology & Marketing, 14, pp.601~616 (1997)
- 오현남, "여대생의 의복평가기준과 성격유형과의 관계 연구", Family and Environment Research, 42(8), pp.123~132 (2004), 대한가정학회
- 박혜정, "의복소비가치, 독특성 욕구, 정보원 활용이 의류제품속성 및 점포속성 중요도에 영향을 미치는 변인 간의 구조 분석", 한국의류학회지, 36(8), pp.802~813 (2012), 한국의류학회
- 박나리, "대학생들의 청바지 구매 행동과 소비자 특성에 따른 평가 기준의 차이", 복식문화연구, 17(4), pp.548~560 (2009), 복식문화학회
- 신동식, "기대불일치이론을 적용한 테마파크 이용자의 이용만족과 전환의도에 관한 연구:대안매력도의 조절효과 검정", 관광연구, 24(2), pp.177~197 (2009), 대한관광경영학회
- Solomon, M. R., "Consumer Behavior in Fashion" (2004), Prentice Hall, Inc
- Synder, "Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness", Journal of a Abnormal Psychology, 86, pp.518~527 (1977)
- Tepper, K., "Consumers' need for uniqueness: Scale development and validation", Journal of Consumer Research, 28, pp.50~66 (2001)
- Workman, J. E., "Use of the need for uniqueness scale to characterize fashion consumer groups", Clothing and Textiles Research Journal, 18(4), pp.227~236 (2000)
- 원려나, "독특성 욕구가 충동구매, 후회, 만족에 미치는 영향: 중국 패션제품 소비자를 중심으로", 상품학연구, 33(2), pp.105~116 (2015), 한국상품학회