한국과 중국 소비자의 의복소비가치 및 패션브랜드 선호 차이
The comparison between clothing consumption value and preferences of fashion brand of Korean and Chinese consumers
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The purpose of this research is to investigate the differences in regard to clothing consumption value and preferences of fashion brand with Korean and Chinese consumers. The subjects were 457 male and female consumers who were residents in Seoul and 551 male and female who resided in Beijing and Shanghai. The data were analyzed by factor analysis, t-test, ANOVA, Duncan test, and chi-square test. The results were as follows. There were four factors of clothing consumption value: practicality, expression, conformity/fashion, and personality. The fashion brands were categorized into Korean brand, American/European brand, and Japanese brand. The statistical analyses showed that Korean and Chinese consumers were significantly different in regard to clothing consumption value and preferences of fashion brand. According to the result Chinese consumers had higher practicality and conformity/fashion of clothing consumption value than Korean consumers. Futhermore, Korean consumers preferred Korean fashion brands and Japanese fashion brands but Chinese consumers preferred American/European fashion brands. In conclusion, each country consumer's clothing consumption value based on demographics was differed significantly.
Abstract
The purpose of this research is to investigate the differences in regard to clothing consumption value and preferences of fashion brand with Korean and Chinese consumers. The subjects were 457 male and female consumers who were residents in Seoul and 551 male and female who resided in Beijing and Shanghai. The data were analyzed by factor analysis, t-test, ANOVA, Duncan test, and chi-square test. The results were as follows. There were four factors of clothing consumption value: practicality, expression, conformity/fashion, and personality. The fashion brands were categorized into Korean brand, American/European brand, and Japanese brand. The statistical analyses showed that Korean and Chinese consumers were significantly different in regard to clothing consumption value and preferences of fashion brand. According to the result Chinese consumers had higher practicality and conformity/fashion of clothing consumption value than Korean consumers. Futhermore, Korean consumers preferred Korean fashion brands and Japanese fashion brands but Chinese consumers preferred American/European fashion brands. In conclusion, each country consumer's clothing consumption value based on demographics was differed significantly.
참고문헌 (20)
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