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논문 기본 정보

자료유형
학술대회자료
저자정보
Ok, Kyung-Eun (Han-yang University) Park, Jae-Ok (Han-yang University)
저널정보
한국의류학회 한국의류학회 학술발표논문집 한국의류학회 2001년도 Proceedings
발행연도
2001.1
수록면
278 - 278 (1page)

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For consumer behaviors, consumers select products or brands by interaction between individual and situation rather by either individual characteristic or environmental characteristic. This study was to make a comparative study on characteristics and differences in the pursued benefits and the information search behavior of clothes, and relationship between the pursued benefits and information search behavior. The subject of this study is women from twenties to fifties who live in Seoul and the Capital area. I used sampling, collected total 404 questionnaires, and used them in analyzing data. The analysis methods are One-Way ANOVA, Two-Way ANOVA, Duncan test, t-test, and Corriant. The results are as follows; 1. For the effect of interaction between usage situation and involvement level of pursued benefits, first, fashion was the highest for the group of high involvement when they purchased clothes to wear in alumni association. The difference in pursing fashion for the group of low involvement was little by usage situation of wearing clothes. Second, pursuit of practicability was the highest for the group of high consumer involvement and the group of low consumer involvement when they purchased clothes to wear in the house. The difference between two groups in pursuing practicability was little when they purchased clothes to wear in the house, travel, or alumni association, but was much in wedding meeting. Third, symbolism was the highest for the group of high involvement when they purchased clothes to wear in alumni association, and the group of high consumer involvement reacted more sensitively than of low involvement. Fourth, pursuit of economy efficiency was the highest for the group of low involvement when they purchased clothes to wear in the house, and the group of high involvement showed a greater difference than of low involvement in the level of recognizing economic efficiency of clothes by usage situation. 2. For the effect of interaction between usage situation and consumer involvement in clothes, the level of using non-personal observation information for the group of high involvement was the highest when they purchased clothes for wedding meeting. The group of high involvement reacted more sensitively than low involvement by usage situation in the information search. The group of high participation found surely conditions of alumni association or travel in using non-personal observation information, while the group of low involvement did not. For use of media information by the interaction between usage situation and involvement in clothes, it was the highest when the group of high involvement purchased clothes to wear in wedding meeting. The level of information source by usage situation for the group of high involvement was higher than of low consumer involvement.

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