여성 소비자의 자기 이미지 추구가 의류 소비 가치 및 패션 이미지에 미치는 영향Effect of Self-image Pursuit by Female Consumers on Clothing Purchase Value and Fashion Images
- Other Titles
- Effect of Self-image Pursuit by Female Consumers on Clothing Purchase Value and Fashion Images
- Authors
- 윤두아; 이승희
- Issue Date
- Aug-2015
- Publisher
- 한국의류학회
- Keywords
- 자기 이미지 추구; 의류 소비 가치; 패션 이미지; 연령 조절효과; Self-image pursuit; Clothing purchase value; Fashion images; Age regulation effect
- Citation
- 한국의류학회지, v.39, no.4, pp 492 - 504
- Pages
- 13
- Journal Title
- 한국의류학회지
- Volume
- 39
- Number
- 4
- Start Page
- 492
- End Page
- 504
- URI
- https://scholarworks.sookmyung.ac.kr/handle/2020.sw.sookmyung/5357
- DOI
- 10.5850/JKSCT.2015.39.4.492
- ISSN
- 1225-1151
2234-0793
- Abstract
- This study verified the effect of self-image pursuits by female consumers for clothing purchase values and fashion images as well as the role of age regulations as a measurement invariance. We surveyed 717 women aged 20-60 residing in Seoul, Gyeonggi province and Incheon city. The survey showed that pursuit affects clothing purchase values, which subsequently affect fashion images. However, expressive value was not shown to affect urban style fashion images for clothing purchase values. Age (one of main parameters for market segmentation) was also shown not regulate the effect of self-image pursuits on clothing purchase values and fashion images. The results of this study can provide fundamental data to establish fashion imagebased marketing to help predict consumer's purchase behavior and suggest practical advice for effective marketing strategies by applying marketing based on differentiated fashion images to fashion marketing programs.
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