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몽골 여성 소비자의 명품 소비가치 세분화와 브랜드 개성 및 구매행동에 관한 연구
Luxury value-based segmentation, brand personality, and purchase behavior of Mongolian female consumers 원문보기

The Research Journal of the Costume Culture = 복식문화연구, v.26 no.3, 2018년, pp.427 - 449  

(인천대학교 경영학부) ,  김종훈 (인천대학교 경영학부) ,  박지선 (인천대학교 패션산업학과)

Abstract ▼ AI-Helper 아이콘AI-Helper

The current study aimed to segment Mongolian female consumers based on luxury consumption values and to compare lifestyle, demographic characteristics, purchase behavior, and perceived brand personality among the segments. The survey was administered to consumers who had purchased luxury products in...

주제어

#브랜드 개성   #소비 가치   #명품 브랜드   #몽골 소비자   #구매행동  

질의응답

핵심어 질문 논문에서 추출한 답변
몽골은 어떤 나라인가? 이러한 변화는 몽골 소비자들의 소비 생활에 크게 영향을 미쳤고, 현재 울란바토르의 메인 광장은 전 세계 명품 브랜드들로 즐비하다. 몽골은 310만 명 정도로 인구가 적은 국가이지만, 인구의 반 이상이 수도인 울란바토르 지역에 살고, 중위수 연령이 28.3세인 젊은 국가로서 성장잠재력이 큰 나라이다(Central Intelligence Agency, 2018). 자원시장경기에 크게 영향을 받는 몽골의 경제성장률은 2014~2016년 급격히 떨어졌지만 2017년부터 빠르게 회복세를 보이고 있으며, 현재 안정적인 성장을 기대하고 있다(The world bank in Mongolia, 2018).
몽고 소비자들의 특징은 무엇인가? 몽골은 한류에 대한 선호와 한국과의 문화적 유사성을 바탕으로 한국과 우호적인 관계에 있고, 한국에 전략적으로 중요한 시장이기 때문에 몽골 소비자에 대한 깊이 있는 이해가 필요하다 하겠다. 몽고 소비자들은 명품 브랜드를 이용하여 자신을 표현하고자 하며, 명품 브랜드의 높은 품질을 중요하게 생각하고, 또한 사회적인 이유로 동조 행동을 보이기도 한다(Choi et al., 2014).
몽골의 소비문화의 변화 추세는 어떠한가? 몽골의 소비문화는 중상류층을 중심으로 빠르게 변화하고 있으며(“Mass market”, 2013), 그 변화에서 가장 눈에 띄는 부분은 명품 소비문화이다(“Only the best”, 2012). 세계화의 영향을 받고 성장한 젊은 층을 중심으로 소비문화의 변화가 주도되고 있으며, 이들은 외국 브랜드와 문화에 대한 관심과 흡수가 빨라 명품 브랜드의 주요 소비층을 이루고 있다(“Mass market”, 2013; “Only the best”, 2012; Yu, Chiu, Chen, & Odser, 2015). 흥미로운 점은 상류층뿐만 아니라, 중산층 또한 명품 브랜드에 대한 인식 및 선호도가 높다는 점이다(Choi, Oyunbileg, & Dashsuren, 2014; “Only the best”, 2012; Yu et al.
질의응답 정보가 도움이 되었나요?

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AI-Helper
안녕하세요, AI-Helper입니다. 좌측 "선택된 텍스트"에서 텍스트를 선택하여 요약, 번역, 용어설명을 실행하세요.
※ AI-Helper는 부적절한 답변을 할 수 있습니다.

선택된 텍스트

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