KOREASCHOLAR

대학생들의 청바지 구매 행동과 소비자 특성에 따른 평가 기준의 차이 Purchasing Behavior and Evaluative Criteria of Jeans Consumers

박나리, 박재옥
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/49783
복식문화연구 (服飾文化硏究)
제17권 제4호 (2009.08)
pp.548-560
복식문화학회 (The Costume Culture Association)
초록

This study was conducted to investigate purchasing behavior of jeans consumers and to find differences in jeans evaluative criteria according to consumers' characteristics. Male and female university students participated in the study. Quota sampling method was used to collect the data. Data from 492 questionnaires were used for the statistical analysis. Descriptive analysis, factor analysis, Cronbach's alpha coefficient, ANOVA, Duncan test, and t-test were conducted. Three factors of jeans evaluative criteria classified (i.e., external criteria, internal/aesthetic criteria, internal/quality criteria). Results indicated that most of respondents put on jeans wear more than three times per a week and 38.1% of respondents reported that they owned three to four jeans products on average. Department store was the most used place to buy jeans product with 44.2%. 27.5% of respondents spent from 50,000 won to 100,000 won on purchasing jeans. Style was the highest important jeans evaluative criterion with 36.2%, followed by fitness, price, color, condition of washing treatment. Women respondents considered aesthetic criteria and quality criteria more importantly than men did. Respondents who were on a high income and spent more than 200,000 won per a month on apparel more concerned aesthetic criteria and external criteria than the other respondents did. Results of this study provide a basis for understanding jeans consumers' purchase behavior and evaluative criteria.

저자
  • 박나리 | Na Ri Park
  • 박재옥 | Jae Ok Park