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NTIS 바로가기The Research Journal of the Costume Culture = 복식문화연구, v.24 no.4, 2016년, pp.417 - 430
최선형 (가톨릭대학교 의류학과) , 홍지현 (가톨릭대학교 의류학과)
This study had two aims. First, the study intended to identify the influences of product benefits and product identification on consumers' purchase intention, Second, it wanted to assess the moderating effects of consumers' aesthetic seeking tendency on their decision-making process. Based on the st...
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핵심어 | 질문 | 논문에서 추출한 답변 |
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소비자는 제품을 평가하거나 선택 구입할 때 무엇을 중요한 기준으로 채택하는가? | 소비자는 제품을 평가하거나 선택 구입할 때 제품의 디자인이 세련되고 멋진가와 같은 심미성을 중요한 기준으로 채택한다(Venkatesh & Meamber, 2008). 제품의 가격이 비슷하거나 성능이 유사할 때 혹은 의류 및 인테리어 제품을 선택할 경우, 심미성은 당연히 중요한 기준이 되며, 성능대신 디자인만 미적이면 소비자들에게 소비되는 성향이 뚜렷하다(Kim, Seung, & Park, 2001). | |
제품에 따라 서로 다른 편익들은 조합되어 통합적인 편익으로 제공될 수 있는 이유는? | 제품편익은 제품 유형이나 연구자에 따라 분류가 다양하다. 스포츠웨어에서 추구하는 편익은 이상적 체형추구, 유행추구, 편안함추구, 개성추구, 젊음추구의 다섯 차원으로 나타났다(Hwang, 2008). Hong and Koh(2009)는 웰빙의류 상품의 편익 유형을 실용적 편익(경제적, 쾌적성, 편의성), 사회적 편익(신분상징, 명성, 성취과시), 심미적 편익(심미성, 이미지 표현)으로 분류하였다. Park and Sullivan(2009)의 연구에서는 캐주얼웨어에 대해 실용적 편익, 쾌락적 편익, 복합적 편익을 제시하였고, Shim and Bickle(1994)의 의복을 통한 편익유형은 자아향상, 사회적 지위/위신, 성적매력/여성스러움, 유행성, 기능적/편안함, 역할상징, 신체결함 보완, 개성, 세련된 외모이다. 제품 편익은 이와 같이 제품이나 사용자에 따라 다양한데, 이들 편익은 특정 소비 활동에서 서로 관련되어 조합되거나 상쇄될 수 있다. 따라서 제품에 따라 서로 다른 편익들은 조합되어 통합적인 편익으로 제공될 수 있다(Lai, 1995). | |
심미적 취향이란 무엇인가? | 심미적 취향이란 아름다운 것과 그렇지 않은 것을 구별하는 능력(Berlyne, 1971)으로 개인에 따라 아름다움에 대한 기준이 상이하여 이를 측정하기는 쉽지 않으나, Bloch et al.(2003)과 Jung and Sung(2011)은 소비자의 미관련 성향을 대상의 특성과 미적 반응의 관계를 조절하는 개인차로 보고, 소비자의 제품 디자인에 대한 시각적 평가능력 및 지식, 아름다움이 갖는 개인적, 사회적 가치 그리고 심미적 제품에 대한 흥미와 소유욕으로 구성하고 개념화한 바 있으며, 연구자들은 미 관련 소비자 성향이 구매의사결정에 영향을 미친다고 제안한다. |
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