ScholarWorks@숙명여자대학교

초록

This thesis researches consumers' behaviors in purchasing avatar fashion products depending on their motives and point of reference as the avatar fashion marketing is conducted. Also, it explores the correlation between avatar's fashion products and the point of reference by which consumers actually purchase casual wear.The results were as follows: First, Avatar's fashion product purchasing motivation is done through four classified dimensions, conformity, differentiation, fashionability, and substitution. The standard of Avatar's fashion product choice was classified by the symbol (product name recognition) and two dimensions of aesthetics. Second, the more valued the aesthetic component of Avatar's fashion product the greater effect on the order the dimensions used in correlation in this case being substitution, differentiation, conformity, and fashionability. Should the consumer place greater value on the product symbol the dimension order is affected in order by fashionability, conformity, and differentiation.Third, fashionability was a stronger consideration for women as opposed to men in terms of demographical feature, whereas symbol (product recognition) was of greater importance to higher income people. Last, when aesthetics is considered to buy Avatar's fashion products it is favorably comparable to other casual wear lines. In other words, symbol is considered to buy casual's, it brings to the same result when buying Avatar's.Avatar's fashion product was great tool to research new casual wear line because of approving by the correlation to each other.

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