[논문]패스트 패션 브랜드에 대한 재구매 의도 - 제품 특성, 소비자 특성, 인지부조화 -

전경숙; 박혜정

doi:10.7741/rjcc.2015.23.6.940

[국내논문] 패스트 패션 브랜드에 대한 재구매 의도 - 제품 특성, 소비자 특성, 인지부조화 -
Repurchase intention toward fast fashion brands - Product characteristics, consumer characteristic, and cognitive dissonance - 원문보기

The Research Journal of the Costume Culture = 복식문화연구, v.23 no.6, 2015년, pp.940 - 954

전경숙 (한성대학교 의류패션산업 전공) , 박혜정 (한국산업기술대학교 지식융합학부)

Abstract ▼ AI-Helper

The purpose of this study is to identify the antecedents of repurchase intention toward fast fashion brands. Perceived quality, perceived price, deindividuation, and overly trendy styles, which are product characteristic variables, and fashion innovativeness, which is a consumer characteristic variable, were considered as antecedents. It was hypothesized that product and consumer characteristics influence repurchase intention toward fast fashion brands not only directly, but also indirectly through cognitive dissonance. Data were gathered by surveying university students in Seoul using convenience sampling. Three hundred and fifty-two questionnaires were used in the statistical analysis. SPSS was used for exploratory factor analysis, and AMOS was used for confirmatory factor analysis and path analysis. The factor analysis of product characteristics revealed four dimensions: "perceived quality", "perceived price", "deindividuation", and "overly trendy styles", and the factor analysis of consumer characteristics revealed one dimension. The factor analysis of cognitive dissonance revealed two dimensions, "regrets" and "perceived uncertainty." The hypothesized path test proved that perceived quality, deindividuation, overly trendy styles, and fashion innovativeness influence repurchase intention directly. Perceived price and deindividuation influence repurchase intention indirectly through the factor of cognitive dissonance, which is the perceived uncertainty, indicating the importance of cognitive dissonance. The results indicate effective marketing strategies should be used to decrease consumers' cognitive dissonance, and suggestions for future study are provided.

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핵심어	질문	논문에서 추출한 답변
	Yaoyuneyong(2010)은 패스트 패션 브랜드의 성공 전략인 소멸성, 희소성, 저가격성 무엇을 부추긴다고 하였는가?	급속히 성장한 패스트 패션 시장은 성숙단계에 이르면서 다각화 전략과 함께 다브랜드 전략을 실시하고 있는 것으로 분석되고 있다(Jeon & Park, 2014). 충동구매와 인지 부조화의 정적 관계를 밝힌 George and Yaoyuneyong(2010)은 패스트 패션 브랜드의 성공 전략인 소멸성, 희소성, 저가격성이 다른 의류매장보다 소비자의 점포 내 사재기 경향을 부추긴다고 하였다. Byun and Sternquist(2008)는 패스트 패션 소비자는 매장에서 즉각적인 구매의사결정을 하게 됨으로써 인지부조화를 겪게 될 가능성이 크다고 하였다.
	Cachon and Swinney가 말한 패스트 패션의 가치는 무엇인가?	패스트 패션의 가치에 대해 Cachon and Swinney(2011)는 신속한 생산(rapid production)과 강화된 디자인(enhanced design)이라고 하였다. 패스트 패션은 발생지인 유럽에서 개성적인 소비자를 위해 짧은 생산주기로 소량 생산하는 전략에서부터 출발하였다(Yang & Kwak, 2010).
	패스트 패션의 단점은?	소비자들은 패스트 패션으로 인해 최신 유행 제품을 한정된 수량으로, 비교적 저렴한 가격에, 넓은 공간에서 쇼핑하는 혜택을 제공받고 있으나, 이로 인한 문제점도 있다. 즉, 신중한 구매가 이루어지지 못하므로 구매 후 부조화감을 겪게 되고, 불만족으로 이어질 가능성이 크다. 인지부조화가 상표충성에 부적 영향을 준다는 것을 밝힌 Pettit and Johnson(1986)에 의하면, 인지부조화는 상표충성도를 저하시키고 불리한 구전과 상표전환으로 이어지며, 결과적으로 재구매 의도가 감소될 것이라고 하였다.

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