국내 스타이미지가 스타패션브랜드 선호도에 미치는 영향 -인터넷 쇼핑몰 중심으로-

Abstract

This study aims at an analysis of celebrity fashion brands, and a survey of the preference of 180 women in their 20s or early 30s, for them. The findings of the study are shown below: First, in relation to the question of 'whether or not you know celebrity brands', most respondents' answers were 'yes', and their knowledge was derived from mass media, Internet, and their interest in stars in order. Second, although many of them answered that they had not bought celebrity brand products, they had intention to buy or repurchase them in the future. This indicates the potential of celebrity brands. Third, many respondents answered that the key reason that they buy celebrity brand products was associated with popularity or good image of stars, and had the intention to buy a new brand if their favorite stars launch it. These results indicate that public images of stars have a positive effect on purchase intentions and satisfaction. Fourth, an overwhelming majority of the respondents points out that one of the shortcomings of celebrity brands is that the quality of such products is not likely to be verified. This indicates that consumers' rational spending appetites and stars' positive image jointly worked in people's buying activities. As a results of investigating the effects of stars images on the preferences for celebrity brands through a survey, it is noted that celebrity brands should appeal to consumers with reliable brands through quality improvements and reasonable pricing, rather than simply relying on the popularity of celebrities.