The purpose of this research is to investigate the effect of Korean image benefits sought on Korean image associations and Korean image preferences. The subjects are 668 male and female consumers who are residents in Seoul. The data are analyzed by factor analysis, cluster analysis, ANOVA, Scheffe t...
The purpose of this research is to investigate the effect of Korean image benefits sought on Korean image associations and Korean image preferences. The subjects are 668 male and female consumers who are residents in Seoul. The data are analyzed by factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results are as follows. There are five kinds of Korean image benefit sought: impression improvement/fashion orientation, individuality, Korean image expression, brand, and comfort. Korean image association consist of five factors of traditional culture, current societal image, traditional spirit, sports, and Korean wave. Korean image clothing evaluative criteria consist of function, size/color, design, and advertisement/brand. Korean style preference has three factors of daring/showy, active/simple, and elegant images. The store evaluative criteria has service, brand/entertainment, and convenience factors. The subjects are categorized into three groups by Korean image benefit sought. The three groups are different in regard to Korean image association, Korean image clothing evaluative criteria, Korean style preference, store evaluative criteria, and purchase intention. The consumers who seek benefit of impression improvement and individuality prefer daring/showy image, and consider design as an important evaluative criterion, and have an intention to purchase the clothing with Korean image.
The purpose of this research is to investigate the effect of Korean image benefits sought on Korean image associations and Korean image preferences. The subjects are 668 male and female consumers who are residents in Seoul. The data are analyzed by factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results are as follows. There are five kinds of Korean image benefit sought: impression improvement/fashion orientation, individuality, Korean image expression, brand, and comfort. Korean image association consist of five factors of traditional culture, current societal image, traditional spirit, sports, and Korean wave. Korean image clothing evaluative criteria consist of function, size/color, design, and advertisement/brand. Korean style preference has three factors of daring/showy, active/simple, and elegant images. The store evaluative criteria has service, brand/entertainment, and convenience factors. The subjects are categorized into three groups by Korean image benefit sought. The three groups are different in regard to Korean image association, Korean image clothing evaluative criteria, Korean style preference, store evaluative criteria, and purchase intention. The consumers who seek benefit of impression improvement and individuality prefer daring/showy image, and consider design as an important evaluative criterion, and have an intention to purchase the clothing with Korean image.
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