여대생의 니트웨어 선호도 및 구매행동에 관한 연구

Abstract

The aim of this study is to suggest effective development instruments for knit fabrics and products through the identification of knit wear buying behaviors and dissatisfaction factors among female college students in their early 20s, and provide basic information for the development of knit wear designs and items that are suitable for their lifestyle, with an ultimate view to promoting the knit apparel industry and enhancing its competitiveness. Female college students aged between 20 and 24 in Seoul and Gyeonggi-do Province took part in the survey. After excluding incomplete or unreliable responses, a total of 252 survey responses were used for data analysis. The survey questions were reviewed and revised through a preliminary test and the actual survey took place for a month between February and March of 2016. Some of the highlighted survey results are as follows: First, for the questions on knit wear wearing behaviors and design preferences, the largest number of respondents preferred achromatic color tone and navy colors on acrylic blend or 100% cotton fabric in between waistline and hipline length with a slightly loose fit for their knit wears. Second, for the questions on dissatisfaction factors after purchasing and wearing a knit wear, 'maintenance and care' was the most commonly chosen response, while factors such as price, comfort, quality, and color and design availability were scored relatively lower in the degree of dissatisfaction. Lastly, in relation to responses to the questions on buying behaviors, most female college students utilized online shopping malls, bought more than two knit wear items annually, and spent about 30,000 to 50,000 won but not more than 100,000 won per purchase. The frequently bought knit wear items were pullover, turtleneck and cardigan, respectively, and the most influential factor of purchasing was the design, followed by fabric and color.