패션 주얼리 消費者들의 購買行動에 미치는 影響要因- 物質主義, 商標忠誠倒, 準據集團을 中心으로 -
The Effecting Variables on Fashion Jewelry Consumers’ Purchasing Behavior- Materialism, Brand Royalty & Reference Group -
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Abstract
The purpose of this study was to examine variables which influenced on fashion jewelry consumerspurchasing behavior. 565 respondents living in Seoul and its suburb were surveyed for this study. Fordata analysis, descriptive statistics, factor analysis, ANOVA, and regression were used for this study. Asthe result, the frequencies of purchasing toward the fashion jewelry products were associated withmaterialism, brand royalty, reference group influence. Also, results revealed that materialism and brandroyalty accounted for 41% of the explained variance in the frequency of purchasing products on fashionjewelry. Based on these results, fashion jewelry marketing strategies would be suggested.
참고문헌 (15)
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