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중국 중서부 지역(운남성) 대학생들의 소비자행동연구(제 2보): 의복추구혜택에 따른 세분시장의 소비자특성

A Study of College students's Consumer Behavior of the Midwest(Yunnam) in China(PartⅡ): The Consumer's Traits of Market Segmentation Based on the Apparel Benefits

이옥희
한국패션비즈니스학회|2014.09|패션 비즈니스 (Journal of Fashion Business)|제18권 제4호|pp. 97-113|DOI http://dx.doi.org/10.12940/jfb.2014.18.4.97

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참고문헌

키워드

상징적 소비brand loyalty의복추구혜택상표충성apparel benefitsymbolic consumption
주제분류생활과학

초록

This study investigates consumer's traits of market segmentation based on the apparelbenefits. The subjects were 302 college students living in Yunnam, China. The mean,ANOVA, factor analysis, Duncan test, and K-means cluster analysis were used forstatisticals analysis. The results of this study are as follows. The college students wereclassified, into six subdivisions, according to the apparel benefits by cluster analysis:indifference group, utility pursuit group, hedonic/brand pursuit group, individuality pursuitgroup, social recognition/fashion pursuit group, and pursuit benefits-minded group. In thefactors of happiness-pursuing and life-centered of materialism, significant differences werefound according to the groups of apparel benefits, and all factors of symbolicconsumption and brand loyalty were found to have significant differences according to thegroups of apparel benefits. The evaluation criteria of clothing were significantly different,depending on apparel benefits subdivision in criteria of aesthetic, socio-psychological, andutility. The use of information was shown to have significant differences, according to thegroups of apparel benefits. The study results are highly expected to be utilized as usefulsources in marketing plans for the midwest of China.

Abstract

This study investigates consumer's traits of market segmentation based on the apparelbenefits. The subjects were 302 college students living in Yunnam, China. The mean,ANOVA, factor analysis, Duncan test, and K-means cluster analysis were used forstatisticals analysis. The results of this study are as follows. The college students wereclassified, into six subdivisions, according to the apparel benefits by cluster analysis:indifference group, utility pursuit group, hedonic/brand pursuit group, individuality pursuitgroup, social recognition/fashion pursuit group, and pursuit benefits-minded group. In thefactors of happiness-pursuing and life-centered of materialism, significant differences werefound according to the groups of apparel benefits, and all factors of symbolicconsumption and brand loyalty were found to have significant differences according to thegroups of apparel benefits. The evaluation criteria of clothing were significantly different,depending on apparel benefits subdivision in criteria of aesthetic, socio-psychological, andutility. The use of information was shown to have significant differences, according to thegroups of apparel benefits. The study results are highly expected to be utilized as usefulsources in marketing plans for the midwest of China.

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