남성소비자들의 라이프스타일에 따른 의복가치

Abstract

The study sought to determine the relationship between lifestyles and clothing values of male consumers. A questionnaire was administered to male consumers in their twenties and thirties and data from 334 respondents were used for the factor analysis. Results indicated that lifestyles of male consumers were classified into venturesome, fashion-seeking, self-fulfilling, self-centered, IT-interest, and leadership. With these lifestyle sub-dimensions, male consumers were segmented into four groups: technology seekers, active trend setters, self achievers, and passive observers. Demographic differences were found in age and clothing expense among these groups. Technology seekers value comfortable-ness, ease of care and versatility; active trend setters value symbolic aspects, emotion, fashion, and confidence; self achievers value versatility and ease of care; and passive observers value comfortable-ness and ease of care among many clothing values.