지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.1
- 수록면
- 487 - 498 (12page)
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초록· 키워드
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The purpose of this study was to classify the lifestyles of 20’s and 30's male consumers, identify the differences among the lifestyle groups, and analyze clothing values and buying behaviors according to the lifestyle types. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's and 30's male consumers, 4 groups were identified as “adventurous and self-accomplishing type”, “positive and socially active type”,“active and trend seeking type”, and “practical and information-oriented type”. Second, 4 factors of Utilitarian Value were classified as “symbolism”, “diversity of wearing purpose”, “convenience of management”, and “physical activeness”.
Third, 4 factors of Hedonic Value were extracted as “pursuit for confidence”, “pursuit for sexual sensitivity”, “pursuit for trend”, and “pursuit for personality”. Fourth, upon analyzing the differences of clothing values based on lifestyles, 4groups considered the most important value as the pursuit of sexual sensibility. Fifth, the male consumers in 20’s and 30’s purchased to expres individuality and made their own decision on buying the casual wear. Based on these results,adventurous and self-actualizing type and active and trend seeking type were 518 of 684 and represented male consumer in 20's and 30's.
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