中國男性消費者의 衣類商品類型에 따른 購買行動에 影響을 미치는 要因硏究

Abstract

The purpose of this study was to investigate factors to influence on buying behavior of Chinese maleconsumers in regards to apparel types. Furthermore, this study provided fundamental data for marketingstrategy in export apparel business to China from domestic apparel business.Returned 863 questionnaires from Chinese male consumers analyzed by factor analysis, andmultidimensional scaling with SPSS10.0.The result of this study were as follows:Chinese male consumers bought formal wear with evaluating two groups of factors; one for functional(fitness, A/S, durability, and management), the other for external (brand, and trend). They bought casualwear with evaluating three groups of factors; functional/useful (price, A/S, and durability), aesthetic(color, and design), and external (brand and trend). Also they bought sports wear with evaluating threegroups of factors; functional/useful(price, A/S, durability, and fabric), aesthetic(design and color), andexternal(brand and coordination).