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.
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초록· 키워드
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The purpose of this study is to classify men's fashion leadership into groups and analyzed the differences for the actual conditions of cosmetics purchasing and evaluation criteria. Questionnaires are being administered from 163 men in their 20's and 30's living in Deagu Metropolitan City and Kyungbook. Frequency, factor analysis, reliability analysis,cluster analysis, ANOVA, Duncan-test, and Χ2-test are all used for data analysis. Our findings are as follows. Men's fashion leadership is being categorized into fashion opinion leadership, innovative communicator and fashion innovator. Cosmetics evaluation criteria are service/aesthetic, ostentatious, function, and economy. Men's fashion leadership is classified into three groups: fashion laggards, fashion leaders, and fashion followers. Males show no significant differences in the function of cosmetics evaluation criteria by the groups but they show significances in service/aesthetic, ostentatious, and economy.
Groups display distinctions between the sub-variables in the actual condition of cosmetics purchasing such the place of purchase, companionship when buying cosmetics, and average monthly purchase amount.
Although the cosmetic markets for men show high average growth rates per year,cosmetic interests at the age of twenties and thirties are generally low, and cosmetics are not actively used. The customers' experience of using merchandise not only provide the opportunities of trying beforehand, but also lead to the role of information transfer, thus, it can be positively applied to active marketing. In addition, it can be expected that the low-priced cosmetic markets are guaranteed to obtain loyal customers through repurchasing and maintain long-term relationships by providing fashion followers with several promotional events.
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참고문헌 (29)
참고문헌 신청
Bang, S. / / Korea is a republic skin
Choo, T. / 1998 / A study on fashion leadership and information seeking of adolescents related to clothing purchasing behavior / The Research Journal of the Costume Culture 6
Chung, H. / 2000 / A study on college women's attitude toward and buying intention of well-known brand apparel / The Research Journal of the Costume Culture 8 (1) : 1 ~ 14
Eckman, M. / 1990 / Toward a model the in-store purchase decision process: consumer use of criteria for evaluating women's apparel / Clothing and Textiles Research Journal 8
Jung, M. / 2009 / The influence of cosmetics purchasing propensity on focus attribute and satisfaction / Proceedings of Korean Academic society of Business Administration, Integra
Choo, T. / 1998 / A study on fashion leadership and information seeking of adolescents related to clothing purchasing behavior / The Research Journal of the Costume Culture 6
Chung, H. / 2000 / A study on college women's attitude toward and buying intention of well-known brand apparel / The Research Journal of the Costume Culture 8 (1) : 1 ~ 14
Eckman, M. / 1990 / Toward a model the in-store purchase decision process: consumer use of criteria for evaluating women's apparel / Clothing and Textiles Research Journal 8
Jung, M. / 2009 / The influence of cosmetics purchasing propensity on focus attribute and satisfaction / Proceedings of Korean Academic society of Business Administration, Integra
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