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남자 대학생의 외모관리태도에 따른 니트웨어 구매행동 KCI 등재

The Buying Behavior of Knitwear according to Appearance Management Attitude of the Male College Students

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복식문화연구 (The Research Journal of the Costume Culture)
복식문화학회 (The Costume Culture Association)
초록

This study examines the appearance management attitude factor of male college students and groups them according to their characteristics. Then this research analyzes their interest in knitwear, buying behavior, and characteristics to see what kind of differences exist. The results of the research are as follows: First, after conducting a factor analysis to identify the appearance management attitude of male college students, 3 factors emerged(sought personality, pursued trends, and appearance interest). Second, as a result grouping the students according to their attitude. It is created 3 groups(fashionista group, personality group, and appearance interest group). Third, for the interest in knitwear, the fashionista group had the highest interest in knitwear, with a preferred brand when purchasing. Fourth, the fashionista group that values personality and latest trends was more likely to purchase knitwear than the personality group or the appearance interest group. Finally, the majority preferred solid colors. Over 50% of the students preferred knits without any patterns. Also, the most preferred 100% cotton. As this survey was only surveyed in Seoul and Gyounggi areas. The next research requires to be surveyed in a more comprehensive area. Additionally, male college students must more effectively be segmented and surveyed to get accurate results.

저자
  • 이진경 | Jin Kyoung Lee
  • 한솔비 | Sol Bi Han
  • 권민정 | Min Jung Kwon
  • 김재환 | Jae Hwan Kim
  • 이지연 | Ji Yeon Lee