소비자의 객관적 지식, 주관적 지식과 관여가 의류 상품 속성 평가에 미치는 영향

Abstract

The purpose of this study was to clarify differences in the product attribute evaluation in relation to the objective knowledge, subjective knowledge and involvement of apparel. The measurement instruments were developed by researcher on the basis of previous studies in the same field. The subjects of this study were female adults who lived in Seoul, Kyunggi or Incheon areas and Quota sampling using age and residential areas was employed. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and LISREL 7.0. Major statistical methods were factor analysis, Cronbach's a coefficient, multiple regression analysis, and structural equation model analysis. The results were as follows:1. Involvement was related to the consumer knowledge and the knowledge influenced evaluation of intrinsic attributes, social attributes, and economic attributes.2. The dimensions of objective knowledge significantly influenced intrinsic attributes and economic attributes. The dimensions of subjective knowledge significantly influenced intrinsic attributes, social attributes and economic attributes. 3. Apparel involvement significantly influenced intrinsic attributes, social attributes and economic attributes. Consumers who have higher interest in apparel product but not in trends considered intrinsic attributes more importantly, whereas consumers who care trends considered social attribute more.