색 선호도에 따른 패션상품 구매행동에 관한 연구

Abstract

With the development of mass media, interest in fashion products has increased, and as a result, purchase behavior has increased, and interest in the effects on purchase behavior has increased. As modern consumers consider social and subjective meaning more important than product function or form, and gradually change to emotional consumption, color directly affecting emotion is becoming an important factor in purchasing fashion products. Therefore, this study is to examine how the preferred color affects the purchase of fashion products. As a research method, we surveyed the preference colors of female college students who are the main contributors to the future consumer society. First, we identified the preferred colors, and secondly, we looked at what colors fashion products were purchased and thirdly, we examined the degree to which the preferred colors affect the purchase of fashion products. Lastly, we looked for the reason why the color was chosen because it was far from the preferred color. As a result, the most preferred color among female college students was violet and black in 19.8%, and the factors considered in purchasing fashion products and the importance of the factors appeared in the order of color, pattern, pattern, and price. On the other hand, 37.1% of the respondents said that 'difficult to coordinate' was the reason for the difference between their preferred color and the color of clothes purchased. The factors influencing the color selection when purchasing fashion products appeared in the order of harmony with other fashion items, the place or situation to wear preferred color, color matching with personal color, and color image to get by wearing. As a result, the degree to which the preferred color acts to purchase fashion products is moderate. Also, when purchasing fashion products, the harmony with other fashion items is considered to be the most important factor when coordinating fashion items.