KOREASCHOLAR

미국 직수입 의류 브랜드와 제품에 대한 구매 행동과 맞음새 만족도 조사 -20대 한국 여대생을 대상으로- A Study on Purchasing Behavior and Fit Satisfaction on the Direct Imported-U.S. Apparel Brand and Products - Focusing on Korean Female University Students in 20s -

최선윤, 천종숙
  • 언어KOR
  • URLhttp://db.koreascholar.com/Article/Detail/49907
복식문화연구 (服飾文化硏究)
제18권 제6호 (2010.12)
pp.1127-1137
복식문화학회 (The Costume Culture Association)
초록

As directly imported apparel brands are actively entering the domestic market, studies of the marketing aspects of these imported apparel products and their overall consumption trend have been done. However, studies of whether are not the directly imported apparel products provide Korean consumers with an appropriate fit are not as common. Therefore, this study investigates the satisfaction with and problems associated with the fit along with the recognition of and preference for directly imported US apparel brands. 100 female college students who purchased directly imported US apparel brands participated in a survey. The results of this survey showed that their recognition of, preference for, possession rate of and satisfaction with the directly imported US apparel brands tend to be high. The major purchasing motivations were the excellent ‘design’ and ‘color’ of the products. The subjects reported that they were satisfied with the quality of ‘materials’ and ‘sewing condition’. However, they were not satisfied with the ‘comfort’ or the ‘size’. Their level of satisfaction with the fit of these products differed depending on the specific item. Their level of satisfaction with the fit of T-shirts and knits was high, whereas the level for pants was relatively low. They complained mostly about the sleeve length and garment length of upper-body garments and coats. They were not satisfied with how the pants fit. The areas of dissatisfaction regarding the pants were the waist girth, the crotch length and the pants length.

저자
  • 최선윤 | Sun Yoon Choi
  • 천종숙 | Jong Suk Chun