KCI등재
Moderating Effect of Lifestyle on Consumer Behavior of Loungewear with Korean Traditional Fashion Design Elements
저자
Ko, Eun-Ju ; Lee, Jee-Hyun ; Kim, Angella Ji-Young ; Burns, Leslie Davis
발행기관
학술지명
권호사항
발행연도
2010
작성언어
English
주제어
등재정보
KCI등재
자료형태
학술저널
발행기관 URL
수록면
15-26(12쪽)
제공처
Due to the globalization across various industries and cultural trade among many countries, oriental concepts have been attracting world’s attentions. In fashion industry, one's traditional culture is often developed as fashion theme for designers' creation and became strong strategies to stand out among competitors. Because of the increase of preferences for oriental images, opportunities abound to introduce traditional fashion goods and expand culture based business to global fashion markets. However, global fashion brands that include Korean traditional culture are yet to be developed. In order to develop a global fashion brand with Korean taste, it is very important for native citizen to accept their own culture in domestic apparel market prior to expansion into foreign market. Loungewear is evaluated to be appropriate for adopting Korean traditional details into clothing since this wardrobe category embraces various purposes which will easily lead to natural adaptation and wide spread use. Also, this market is seeing an increased demand for multipurpose wardrobes and fashionable underwear (Park et al. 2009). Despite rapid growth in the loungewear market, specific studies of loungewear is rare; and among research on developing modernized-traditional clothing, fashion items and brands do not always include the loungewear category. Therefore, this study investigated the Korean loungewear market and studied consumer evaluation toward loungewear with Korean traditional fashion design elements. Relationship among antecedents of purchase intention for Korean traditional fashion design elements were analyzed and compared between lifestyle groups for consumer targeting purposes. Product quality, retail service quality, perceived value, and preference on loungewear with Korean traditional design elements were chosen as antecedents of purchase intention and a structural equation model was designed to examine their relationship as well as their influence on purchase intention. Product quality and retail service quality among marketing mixes were employed as factors affecting preference and perceived value of loungewear with Korean traditional fashion design elements. Also effects of preference and perceived value on purchase intention were examined through the same model. A total of 357 self-administered questionnaires were completed by female consumers via web survey system. A questionnaire was developed to measure samples' lifestyle, product and retail service quality as purchasing criteria, perceived value, preference and purchase intention of loungewear with Korean traditional fashion design elements. Also, loungewear purchasing and usage behavior were asked as well in order to examine Korean loungewear market status. Data was analyzed through descriptive analysis, factor analysis, cluster analysis, ANOVA and structural equation model was tested via AMOS 7.0. As for the result of Korean loungewear market status investigation, loungewear was purchased by most of the consumers in our sample. Loungewear is currently recognized as clothes that are worn at home and consumers are showing comparably low involvement toward loungewear. Most of consumers in this study purchase loungewear only two to three times a year and they spend less than US$10. A total of 12 items and four factors of loungewear consumer lifestyle were found: traditional value oriented lifestyle, brand-affected lifestyle, pursuit of leisure lifestyle, and health oriented lifestyle. Drawing on lifestyle factors, loungewear consumers were classified into two groups; Well-being and Conservative. Relationships among constructs of purchasing behavior related to loungewear with Korean traditional fashion design elements were estimated. Preference and perceived value of loungewear were affected by both product quality and retail service quality. This study proved that high qualities in product and retail service develop positive preference toward loungewear. Perceived value
더보기由于生?的全球化以及?家之?的文化交流, ?方元素越?越吸引世界的眼球. 在??界, 一??????的文化背景往往可以催生新?的??理念, 使他卓?不群. 人??于?方元素的喜?, ?????市???了巨大的商机, ?且把基于文化的??拓展到全球??市?. 然而, 包含????文化的??品牌?有待??. ?了?展有??特色的??品牌, ??人首先要在??服?市?上?同本?文化, 然后才能???外市?. 便服非常适合采???元素, 因???衣服有?多用途, ?容易被?泛接受和使用. 而且, 多用途便服和???衣的市?需求越?越大. ?管便服市?在快速?展, 但是?便服的???究?不多?, 目前在??展中的?代化??服?、???品和品牌的?究中, ?不包括?便服的?究. 因此, 本?文??了??的便服市?, ?究了消?者?含有????????特色的便服的?价. 分析了?于????????元素有??意向的先例之?的?系, ?且比?了不同生活群?的消?目?. ?品?量, 零?服??量, 感受价?以及??有??????元素的便服的喜好被作???意向的先??件. 同?, 本文??了一???方程模型, 用于探???之?的?系以及?????意?的影?. ?品?量和市???中的零?服??量?合在一起, 成?影?人????特色便服的偏好和价?感知的因素. 而且, 偏好和价?感知???意向的影?可以用同一模型???. 通??上??系?由女性消?者完成了一共357?的自?式?卷, ?制定了一????本人群的生活方式、?于?品和??服?的?准、?于??特色便服的价?感知、偏好以及??意向的???卷. 此外, ?卷????便服的采?和使用行?, 以便????便服的市?地位. ?且使用描述性分析, 因素分析, 聚?分析?分析?据, 以及使用AMOS 7.0.??行方差分析和建立??方程模型. ?于??便服市?地位的???果?示, 在我?的?本人群中大多?消?者都??了便服. 便服在目前被??是在家里穿的衣服, 是消?者比?而言投入?低的衣服. 在??中?示, 大多?消?者每年????2到3次便服, 花?在10美元以下. ??便服的消?者?的生活方式共有四?: ??价??向的生活方式, 品牌影?的生活方式, 追求休?的生活方式以及健康?向的生活方式, ?四?共?有12??目. 基于?些生活方式要素, 便服消?者?又可以分???: 安?派和保守派. 文章?量了?含有????????元素的便服的??行?各?成部分之?的?系, ?品?量和零?服??量都?影?到??便服的偏好和价?感知. ???究???明, 高?量的?品和零?服???便服形成??的?先效?. 价?感知和?便服的偏好????意??生??的影?. ???果表明, ?便服所含有的????????因素的强烈偏好和价?感知能增强??意?. 在??不同生活方式的群?(?安?派和保守派)的模型比?中, ?果?示?品?量和零?服??量?安?派群?的偏好和感知价?都有??影?. 然而, ?保守派??, 只有零?服??量?偏好和??意?有??的影?. 由于安?派???意??示出更重大的影?, 包含????????因素的便服品牌???注安?派的?些特征. 然而, 保守派?包含????????因素的便服在偏好和??意?的?系中?得更强. 因此?包含????????因素的便服品牌??, ???把重点放在如何激?保守群?消?者?便服的??偏?上. ?些
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