10대와 20대의 셀러브리티 패션 핫 아이템 구매영향요인 비교
Comparison of Influencing Factors on Purchase of Celebrity Fashion Hot Items in Teens and Twenties
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This study identifies influential factors in regards to the purchase of celebrity fashion hot items and compares these factors in the age groups of teens and twenties. This study surveyed male and female consumers aged 10–20 years old for empirical analysis in July 2018. The study surveyed 322 consumers selected through online convenience sampling. Data were analyzed using SPSS for Windows 19.0, descriptive statistics, reliability analysis, χ 2 analysis, regression analysis, ANOVA analysis, Duncan test, and t-test. The results were as follows. First, 87.6% of consumer have purchased celebrity fashion hot items more than once. In particular, female consumers in their 20s with a high fashion product expenditure tend to purchase more celebrity fashion hot items. Clothes and shoes were purchased more by 10-year-old males, shoes for males in their 20s, accessories for 10-year-old females female, and bags and accessories for female in their 20s. Second, there were no significant differences for those aged 10–20 years old in purchase satisfaction for celebrity fashion hot items according to age, gender, income, and fashion product expenditure. Consumers’ awareness on corporate marketing intention to celebrity fashion hot items was higher among women in their 20s than men in their teens and twenties; in addition, the expenditure on fashion products also increased. Third, factors affecting the purchase of celebrity fashion hot items among teens and twenties were different according to age and gender. A higher need for identification for teenage male resulted in: lower media dependency, higher product involvement, fashion conformity, fashion innovativeness for 20s males, higher product involvement for 10s and 20s females, increased intention to purchase tended. This study provides consumer information and fashion item information that can be utilized in advertisement and promotion strategies for fashion companies that seek to perform celebrity marketing strategies that target consumers aged 10–20 years old.
Abstract
This study identifies influential factors in regards to the purchase of celebrity fashion hot items and compares these factors in the age groups of teens and twenties. This study surveyed male and female consumers aged 10–20 years old for empirical analysis in July 2018. The study surveyed 322 consumers selected through online convenience sampling. Data were analyzed using SPSS for Windows 19.0, descriptive statistics, reliability analysis, χ 2 analysis, regression analysis, ANOVA analysis, Duncan test, and t-test. The results were as follows. First, 87.6% of consumer have purchased celebrity fashion hot items more than once. In particular, female consumers in their 20s with a high fashion product expenditure tend to purchase more celebrity fashion hot items. Clothes and shoes were purchased more by 10-year-old males, shoes for males in their 20s, accessories for 10-year-old females female, and bags and accessories for female in their 20s. Second, there were no significant differences for those aged 10–20 years old in purchase satisfaction for celebrity fashion hot items according to age, gender, income, and fashion product expenditure. Consumers’ awareness on corporate marketing intention to celebrity fashion hot items was higher among women in their 20s than men in their teens and twenties; in addition, the expenditure on fashion products also increased. Third, factors affecting the purchase of celebrity fashion hot items among teens and twenties were different according to age and gender. A higher need for identification for teenage male resulted in: lower media dependency, higher product involvement, fashion conformity, fashion innovativeness for 20s males, higher product involvement for 10s and 20s females, increased intention to purchase tended. This study provides consumer information and fashion item information that can be utilized in advertisement and promotion strategies for fashion companies that seek to perform celebrity marketing strategies that target consumers aged 10–20 years old.
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