소비자의 관여가 추구 이미지에 미치는 영향에 관한 연구 - 니트 제품 구매 특성을 중심으로 -
A Study on the Effect of Involvement to Image Preference - Focusing on the Purchasing Behavior of Knit Product -
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The purpose of this study was to examine the image preference of knit product focusing on clothing involvement and purchasing behavior. There were some studies concerning knit fashion product but did not focus image preference, and its effective factors. Two hundred fifty three customers who had purchased knit fashion products had participated in this study. The data was analyzed by frequence, means, factor analysis, regression analysis using SPSS program. As the result, first, fashion interest involvement, symbolic involvement, utility involvement factor were extracted as factors of consumer clothing involvement. Second, esthetic image preference, utility image preference factor were extracted as factors of image preference of knit fashion product. Three, fashion interest involvement was most significantly effected on esthetic image preference, whereas utility invlovement was most significantly effected on utility image preference. Knowledge, familiarity of knit fashion were significantly effected on esthetic image preference and utility image. Based on these results, internet shopping fashion marketing strategies were suggested.
Abstract
The purpose of this study was to examine the image preference of knit product focusing on clothing involvement and purchasing behavior. There were some studies concerning knit fashion product but did not focus image preference, and its effective factors. Two hundred fifty three customers who had purchased knit fashion products had participated in this study. The data was analyzed by frequence, means, factor analysis, regression analysis using SPSS program. As the result, first, fashion interest involvement, symbolic involvement, utility involvement factor were extracted as factors of consumer clothing involvement. Second, esthetic image preference, utility image preference factor were extracted as factors of image preference of knit fashion product. Three, fashion interest involvement was most significantly effected on esthetic image preference, whereas utility invlovement was most significantly effected on utility image preference. Knowledge, familiarity of knit fashion were significantly effected on esthetic image preference and utility image. Based on these results, internet shopping fashion marketing strategies were suggested.
참고문헌 (33)
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