젠더정체성에 따른 젠더리스패션의 소비가치 및 의복추구혜택에 관한 연구
A Study on the Consumption Value and Clothing Pursuit Benefits of Genderless Fashion based on Gender Identity
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This study aimed to analyze the consumption value and clothing pursuit benefits of genderless fashion based ongender identity. The study questionnaire was distributed to and collected from men and women in their 20s and 30s livingin Seoul City and the Gyeonggi province. The collected data were analyzed by using Cronbachs α, factor analysis, K-meansgroup classification analysis, and ANOVA. The study results were as follows. First, gender identity was categorized into threegroups: the genderless group, the traditional gender rejection group, and the traditional gender acceptance group. Therefore,it is necessary to subdivide gender identity rather than acceptance and rejection of traditional gender roles. Second, an anal-ysis of consumption value based on gender identity showed significant differences in terms of fashion value and expressivevalue. Therefore, it is important to establish a differentiated strategy based on the relevant gender identity group when estab-lishing genderless fashion design or marketing strategy. Finally, the study results showed that clothing pursuit benefits basedon gender identity, there was a significant difference in terms of individuality pursuit, deviation from the norm, and fashionpursuit. In particular, since the genderless phenomenon agrees with the characteristics of the MZ generation, it will be nec-essary to share brand information or product information through digital media or to utilize a sharing culture—that is, ‘mean-ing out’ tendency and ‘flex culture’ (i.e., conspicuous consumption)
Abstract
This study aimed to analyze the consumption value and clothing pursuit benefits of genderless fashion based ongender identity. The study questionnaire was distributed to and collected from men and women in their 20s and 30s livingin Seoul City and the Gyeonggi province. The collected data were analyzed by using Cronbachs α, factor analysis, K-meansgroup classification analysis, and ANOVA. The study results were as follows. First, gender identity was categorized into threegroups: the genderless group, the traditional gender rejection group, and the traditional gender acceptance group. Therefore,it is necessary to subdivide gender identity rather than acceptance and rejection of traditional gender roles. Second, an anal-ysis of consumption value based on gender identity showed significant differences in terms of fashion value and expressivevalue. Therefore, it is important to establish a differentiated strategy based on the relevant gender identity group when estab-lishing genderless fashion design or marketing strategy. Finally, the study results showed that clothing pursuit benefits basedon gender identity, there was a significant difference in terms of individuality pursuit, deviation from the norm, and fashionpursuit. In particular, since the genderless phenomenon agrees with the characteristics of the MZ generation, it will be nec-essary to share brand information or product information through digital media or to utilize a sharing culture—that is, ‘mean-ing out’ tendency and ‘flex culture’ (i.e., conspicuous consumption)
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