[논문]The Effect of Clothing Interest and Fashion Innovativeness on Olfaction of Apparel Product

Yoh, Eun-Ah; Lee, Kyu-Rye

doi:10.5850/jksct.2010.34.6.1033

The Effect of Clothing Interest and Fashion Innovativeness on Olfaction of Apparel Product 원문보기

한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, v.34 no.6, 2010년, pp.1033 - 1041

Yoh, Eun-Ah (Dept. of Fashion Marketing, Keimyung University) , Lee, Kyu-Rye (Dept. of Clothing & Textiles, Hanyang University)

Abstract ▼ AI-Helper

This study investigates the combined effect of clothing interest and fashion innovativeness on dimensions of scent quality (pleasantness, intensity, familiarity, and congruency) to understand which dimensions of scent quality have significant positive effects on the appeal of scented apparel products. The survey data were statistically analyzed. A structural equation modeling using LISREL was conducted to test the model. Results indicate that clothing interest has a significant impact on scent quality attitude. Positive evaluations of the product were most strongly influenced by the pleasantness quality of the scent. Intensity and familiarity were factors that affected the approach of consumer responses toward scented products. Congruency was not a significant scent quality in generating positive responses for apparel products among consumers.

주제어

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문제 정의

was conducted. The aim of using the web survey method is to assess a nation-wide sample with experiences in use or purchase of scented apparel products at a lower cost. Since only a few scents could be tested in the experimental setting, survey method was selected for the data collection to obtain a wide range of responses toward diverse kinds of scents of apparel products in the market.
The purpose of this study is to investigate the dimensionality of scent quality. Dimensionality issue was often mentioned in the previous studies about scented product shopping but empirical evidences has not len provided (Bone & Ellen, 1999; Herz & Cupchik, 1993; Knask_o,1995).
This study explored the relationships among scent quality dimensions and the effects of scent quality on liking of scented products. The roles of product interest and fashion innovativeness as antecedents to scent quality attitude were also investigated.

가설 설정

H* Facial innovativeness has pceitive inflioice on consumers' attitude toward intensity of scented apparel products.
H₂-1: Clothing interest has positive influence on consumers' attitude toward pleasantness of scented apparel products.
H₂-2: Clothing interest has positive influence on consumers' attitude toward intensity of scented apparel products.
H₂-3: Clothing interest has positive influence on consumers' attitude toward familiarity of scented apparel products.
H₂-4: Clothing interest has positive influence on consumers' attitude toward congruency of scented apparel products.
H₂: Clothing interest has positive influence on consumers' attitude toward scent qualities of the apparel products.
H₃-3: Fashion innovativeness has positive influence on consumers' attitude toward familiarity of scented apparel products.
H₃.1: Fashion innovativeness has positive influence on consumers' attitude toward pleasantness of scentei apparel products.
H₃: Fashion innovativeness has positive influence on consumers* attitude toward scent qualities of apparel products.
H₄-3: CiMisumers* attitude toward femiliaity of scented apparel products has positive influence on product liking.
H₄.2: Consumers* attitude toward intensity of scented apparel products has positive influence on product liking.
H₄: Consumers' attitude toward scented apparel products has positive influence on product liking.
Hm: Consumers' attitude toward congnmcy of seated apparel products has positive influence on product liking.

제안 방법

Items measuring each latent variable were the indicators for the model. A structural equation model using L1SREL was conducted to test the model. For the statistical significance of parameter estimates (t- values), this study takes the conservative criteria of 2.
Four scent qualities generated from the literature were measured by three five-point semantic differential bipolar scales for each pleasantness, intensity, familiarity, and congruency. Measures for each scent quality were adopted from previous research (Ayabe- Kanamuiu et al.
In order to test the influence of clothing intere_st and fashion innovativeness on consumers* attitude toward scent qualities and the influence scent quality attitude on product liking, a conceptual model was developed. Clothing interest and feshion innovativeness were the two exogenous variables and product liking was the endogenous variable.

대상 데이터

In results, 702 people who have used or purchased scented textile products within _the past 12 months participated in the web survey. Excluding unusable data, a total of 530 responses were used for the data analysis. Males were 46% and females were 54%.
Participanto were recruited by e-mail invitations that included a short introduction to the study, a request to participate and the hyperlink to the web questionnaire to 40, 000 people listed in panel of sampling company. In results, 702 people who have used or purchased scented textile products within _the past 12 months participated in the web survey. Excluding unusable data, a total of 530 responses were used for the data analysis.

성능/효과

Major findings were as follows. First, attitude towed scent qu_쵸lity of apparel products are confirmed to be multidimensional. Pleasantness, intensity, femiliarity and congruency of scent quality of apparel products were confirmed to be empirically existed.
Second, clothing interest showed significant positive effects on pleasantness, femiliarity and congruency of scent quality. Scent intensity was not influenced by clothing interest.
Third, scent quality dimensions, specifically pleas- anttiess, intensity, and familiarity, were factors afiect- ing positive evaluation of the scented products. The results confirm _the literature showing conflichng res_니ts in related research (Donnovan et al.

후속연구

Some findings weie conflict to previous research or new in this study. Future research should be dedicated to figure out further evidences of study results.

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