지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
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연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2013.1
- 수록면
- 971 - 976 (6page)
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This study provides insight into current social media influences and purchasing power of the young generation in that the size of both of these demographic groups will impact the apparel companies and retail market for the predictable future Denim apparel companies are aware of the discretionary spending power of the Y and Z Generations. The characteristics of current teens are so similar to college-age individuals in that they have grown up with digital technology and they prefer to communicate via social networking sites. Retailers have utilized these social media platforms in order to capture the attention of the generations. Traditionally marketing campaigns have differentiated between teens and the college-age population. However, the teens actually have larger spending power and more discretionary income. A survey consisted of 32 questions pertaining to Internet media influences, influence of people, and decision factors on decisionmaking related to purchasing selection. A random sampling of 163 females responded to a set of questionnaires. Teens,like college students desire to make their own decisions when they select and purchase denim jeans. Overall 40% of them wanted to make their own decisions when purchasing their jeans, however, a significant number are influenced by their friend’s opinions (34%) and the opinions of family members (15%). However, celebrities (10%) had the least influence on their decisions. Teens, like colleges students make decisions based on the same decision factors: fit (63%), cost (23%),brand (10%) and color (2%). The most important factor in determining preference was “fit”.
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참고문헌 (23)
참고문헌 신청
Arthur, D. / 2006 / Why young consumers adopt interactive technologies / Young Consumers 7 (3) : 33 ~ 38
Berk, R. / 2009 / How do you leverage the latest technologies in your classroom / International Journal of Technology in Teaching and Learning 6 (1) : 4 ~
Dorfman, M. / / Blue Jeans: An American phenomenon
Engel, C. J. / 2011 / Young consumers in new marketing ecosystem: An analysis of their usage of interactive technologies / Academy of Marketing Studies Journal 11 (2) : 23 ~
Grant, I. J. / 2005 / Buying behavior of “tweenage” girls with key societal communicating factors influencing their purchasing of fashion clothing / Journal of Fashion Mark
Berk, R. / 2009 / How do you leverage the latest technologies in your classroom / International Journal of Technology in Teaching and Learning 6 (1) : 4 ~
Dorfman, M. / / Blue Jeans: An American phenomenon
Engel, C. J. / 2011 / Young consumers in new marketing ecosystem: An analysis of their usage of interactive technologies / Academy of Marketing Studies Journal 11 (2) : 23 ~
Grant, I. J. / 2005 / Buying behavior of “tweenage” girls with key societal communicating factors influencing their purchasing of fashion clothing / Journal of Fashion Mark
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