Abstract

This study was intended to examine factor structure of value and clothing behavior and the effects of value on clothing behavior, to investigate clothing behavior and clothing purchasing behavior of the groups segmented by the value factors and the difference of those between male group and female group and to provide useful information for establishment of marketing strategies. The subjects were 575 university students. A total of 575 questionnaires was analyzed with factor analysis, cluster analysis, ANOVA, Duncan's multiple range test, ${\chi}^2-test$, regression analysis, and correlation analysis. The results were as follows: 1. Value was composed of 2 factors: personal orientation value and social orientation value. Clothing behavior were composed of 9 factors: interest, fashion, statue symbol, individuality, psychological dependence, comfort, aesthetic sense, economical efficiency, and social approval. 2. Clothing behavior and clothing purchasing behavior were significantly different among 3 groups segmented by 2 value factors. 3. The effects of value on clothing behavior was significantly different. 4. The effects of value on clothing behavior, clothing behavior and clothing purchasing behavior between male group and female group were different.

주제어

#가치관   #의복행동   #의복구매행동   #가치관 세분 집단  

저자의 다른 논문

참고문헌 (20)

1. 유희. (1995). 소비자의 가치 의식과 의류제품 평가. 서울대학교 대학원 석사학위 논문 
2. 이선화, 임숙자. (1984). 성인남자의 의복행동에 관한 연구: 가치관과 사회경제적 배경을 중심으로. 한국의류학회지. 8(3), 43-56 
3. 이정현. (1988). 사회적 불안감과 의복행동과의 관계. 여자대학교 대학원 석사학위 논문 
4. 임경복, 엄숙자, 조진숙. (1995). 세대별 가치관과 의복행동에 관한 연구. 한국의류학회지,19(4), 615-627 
5. Goldsmith, R.E., Heitmeyer, J.R. & Freiden, J.B. (1991) Social value and fashion leadership. Clothing & Textiies Reseach Journal, 6(1), 37-45 
6. Kable, I. R. (1983). Social values and social change. New York: Praeger 
7. 이경손. (1979). 성인남자의 자아개념과 의복행동과의 상관연구. 연세대학교 대학원 석사학위 논문 
8. 강혜원. (1984). 의상사회심리학. 교문사 
9. 박길순. (1981). 직물문양의 기호와 내향정 외향정 성격과의 관계. 이화여자대학교 대학원 석사학위 논문 
10. 김경희, 임숙자. (1983). 여대생의 사회적 가치관과 의복용 동기와의 관계. 한국의류학회지, 7(2), 53-63 
11. Kennedy, P. f., Best, R. J. & Kable, I. R. (1988). An alternative method for measuring values-based segmentati and advertisement positioning. In Leigh, H. J., and Martin, C. R. Jr. (ed). Current Issues and Research in Advertising, 11, 139-155 
12. Rokeach, M. J. (1973). The nature of human values. NewYork: Free Press 
13. 안광호, 이학식. (1995). 소비자행동 마케팅 전략적 접근. 법문사 
14. Homer, R. H. & Kahle, I. R. (1988). A structure equation test of the value-attitude-behavior hierarchy. Journal of Personality and Social Psychology, 54, 638-646 
15. 정미실. (1983). 남자 중고등학생의 의복행동과 지각향성과의 상관연구. 연세대학교 대학원 석사학위 논문 
16. 장혜연. (2001). 대학생과 고등학생의 가치관과 의복행동 연구. 이화여자대학교 대학원 석사학위 논문 
17. 김숙희. (1992). 대학생의 의복가치관이 의복행동에 미치는 영향. 충북대학교 대학원 석사학위 논문 
18. Ryan, M. S. (1966). Clothing: A study in human behavior. New York: Holt. Rinehart and Winston 
19. 백선영. (1992). 남녀교사의 사화적 가치관과 의복행동에 관한 연구. 숙명여자대학교 대학원 석사학위 논문 
20. Creekmore, A. M. (1963). Clothing behavior and their reation to general values and to the striving for basic needs, Unpublished doctoral dissertation. The Pennsylvania State, University 

이 논문을 인용한 문헌 (11)

1. 2007. "" 패션비즈니스 = Fashion business, 11(3): 69~78  원문보기 상세보기
2. Shim, Jung-Hee 2007. "A Study on Difference of Clothing Behavior and Desired Image by Individualism-Collectivism" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 31(11): 1574~1585  원문보기 상세보기
3. Oh, Hyun-Jeong ; Rhee, Seon-Kyung 2007. "The Relation of Consumer Value Variables and Clothing Information Exploration Behaviors" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 31(3): 376~386  원문보기 상세보기
4. Choi, Su-Koung 2007. "The Effects of Demographic Characteristics and Psychological Characteristic on Make-up Behavior of Women" 服飾 = Journal of the Korean Society of Costume, 57(8): 60~74  원문보기 상세보기
5. Park, Eun-Hee ; Ku, Yang-Suk 2008. "The Effect of Consumption Value on College Students' Clothing Attitudes" 패션비즈니스 = Fashion business, 12(5): 141~154  원문보기 상세보기
6. Kim, Soon-Boon 2009. "A Study on the Clothing Purchasing Behavior and the Recognition of Care Label of the Chinese Students" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 11(6): 887~895  원문보기 상세보기
7. Im, Sung-Kyung 2010. "A Comparative Study on Clothing Behavior by Lifestyle - Focused on Korean and American women in 30s -" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 12(5): 608~618  원문보기 상세보기
8. Park, Hyun-Ju ; Park, Sook-Hyun 2011. "The Effects of Fashion and Beauty Consumption Behavior on Self-Satisfaction" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 35(11): 1285~1296  원문보기 상세보기
9. Park, Hyun-Ju ; Park, Sook-Hyun 2011. "Fashion and Beauty Involvement According to a Conspicuous Consumption Tendency" 한국의류학회지 = Journal of the Korean Society of Clothing and Textiles, 35(1): 77~88  원문보기 상세보기
10. Hwang, Yeon-Soon 2011. "Consumers' Type According to Narcissistic Orientation and Consumption Value of Apparel Products and Cosmetics" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 13(3): 364~372  원문보기 상세보기
11. Park, Hyun-Ju ; Park, Sook-Hyun 2012. "The Effects of Conspicuous Consumption Tendency on Fashion Involvement by Age Groups" 한국의류산업학회지 = Journal of the Korean Society for Clothing Industry, 14(1): 56~63  원문보기 상세보기