닥스와 레노마 選好集團間 드레스셔츠의 이미지知覺, 패션意識, 購買態度의 差異에 關한 硏究

Abstract

The purpose of this study was to analyze the differences in the image perception of dress shirts, the shirts style preference, the men's fashion consciousness, the shirt purchase attitude, and the usage of the informaton source between the Daks group(44 respondents) and Renoma group(21 respondents), for developing the possibility and strategy of the dress shirt market in men's wear market for the apparel marketers and manufacturers.For this study, the data obtained from 65 respondents were analyzed by descriptive statistics, Pearson's simple correlation, ANOVA. The results from the study were as follows ;The 6 stimuli for image perception rated on 5 point Likert-type scales in the 12 features were evaluated by perceivers. By the best 3 features abstracted from each stimulus, the shirts styles were named, they were Basic style, Soft style, Sophisticated style, Modern casual style, Mannish style, and Trendy style. There were significant differences in the image perception of Mannish style, the preferences of shirts style, the fashion consciousness, the shirt purchase attitude, and the usage of the informaton source between the Daks group and Renoma group.