성인여성의 옷차림에 나타난 소비감성에 관한 연구
A study on Consumer Sensibility of adult women's town wear
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The purpose of this study was to provide the guidance in more objective and proper clothing design and astrategy of fashion marketing from consumer sensibilities about adult women's town wear in un-limited circumstance. Thespecific objectives were 1) to investigate relationship between fashion sensibility and consumer sensibility of Good andBad women's town wear, 2) to compare fashion sensibility with consumer sensibility of Good and Bad women's town wear,and 3) to investigate a dimension of Good and Bad women's town wear in fashion sensibility. Because they can affect esti-mators, the collected photos at shopping mall, department stores, and churches (S/S, F/W: April 28, 204~May 1, 2005)were prepared removing face and background and attached on gray board. To investigate consumer sensibilities, the stim-ulus were 80 photos (40 for good, 40 for Bad). The questionnaire consisted of bi-polar 25 pairs adjective scale of con-sumer sensibility was distributed 600 female (20's~40's) living in Busan (June 28, 2005~July 11, 2005). The data wereanalyzed by ANOVA, Regression analysis, and MDS. The results of practical study are summarized as follows. Fashionsensibility on the preference in Good and Bad women's town wear is closely related in want to buy-do not want to buyand buying ned is like-dislike. For the fashion sensibility dimension at Good women's town wear, X axis showed fromYoung to Adult and Y axis showed from Hard to Comfortable following positioned design characters. For the fashion sen-Unique, and Z axis showed from Heavy to Light following positioned design characters.
Abstract
The purpose of this study was to provide the guidance in more objective and proper clothing design and astrategy of fashion marketing from consumer sensibilities about adult women's town wear in un-limited circumstance. Thespecific objectives were 1) to investigate relationship between fashion sensibility and consumer sensibility of Good andBad women's town wear, 2) to compare fashion sensibility with consumer sensibility of Good and Bad women's town wear,and 3) to investigate a dimension of Good and Bad women's town wear in fashion sensibility. Because they can affect esti-mators, the collected photos at shopping mall, department stores, and churches (S/S, F/W: April 28, 204~May 1, 2005)were prepared removing face and background and attached on gray board. To investigate consumer sensibilities, the stim-ulus were 80 photos (40 for good, 40 for Bad). The questionnaire consisted of bi-polar 25 pairs adjective scale of con-sumer sensibility was distributed 600 female (20's~40's) living in Busan (June 28, 2005~July 11, 2005). The data wereanalyzed by ANOVA, Regression analysis, and MDS. The results of practical study are summarized as follows. Fashionsensibility on the preference in Good and Bad women's town wear is closely related in want to buy-do not want to buyand buying ned is like-dislike. For the fashion sensibility dimension at Good women's town wear, X axis showed fromYoung to Adult and Y axis showed from Hard to Comfortable following positioned design characters. For the fashion sen-Unique, and Z axis showed from Heavy to Light following positioned design characters.
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