SPA 패션브랜드의 연구동향 분석 - 2001~2014년 학위논문을 중심으로 -

Abstract

With masters' and doctoral theses published in Korea as its research subject, this study tries to analyze trends in research topics, in researches by year, and in research methods by classifying the topics on SPA fashion brands, an issue in today's fashion industry, into sections. A total of 51 masters' and doctoral theses related to SPA fashion brands, that were published from 2001 to August 2014 are analyzed in the study. Target theses are collected through the Research Information Sharing Service(RISS) database and a total of 51 theses are used in the final analysis. The study results are as follows:Firstly, the topics of the related theses are classified into 5 sections such as customer behavior, brand strategies, store strategies, marketing strategies and promotional strategies, and they are again divided into 40 subsections including consumer buying intentions, brand loyalty, store VMD, marketing strategies, and collaboration. The order of frequently studied sections is: consumer behavior, brand strategies, store strategies, marketing strategies and promotional strategies. Secondly, the number of related theses published each year is 8 for 2001~2005 and 15 for 2006~2010 while more active research was carried out in 2011~2014 with 84 theses. As for the research topics, consumer behavior was most studied with 42 theses followed by brand strategies, store strategies, marketing strategies, and promotional strategies. Thirdly, an analysis of research methods by classifying them into quantitative research and qualitative research proves that quantitative research using statistics are applied in 38 theses accounting for 70% of the total 51, a much higher rate compared to qualitative research. As for the methods by year, 2011~2014 produced more quantitative researches than the periods of 2001~2005 and 2006~2010, and the number of qualitative research has increased as well during the period.