고등학생의 의복 착용 동기, 캐주얼 브랜드 선호 및 구매 실태에 나타나는 지역과 성별 차이Regional and Gender Differences between High School Students Groups in Clothing-Wearing Motives, Casual Brand Preference and Actual Purchasing Condition
- Other Titles
- Regional and Gender Differences between High School Students Groups in Clothing-Wearing Motives, Casual Brand Preference and Actual Purchasing Condition
- Authors
- 박상진; 조윤진; 정인희
- Issue Date
- 2009
- Publisher
- 한국의류학회
- Keywords
- High school students; Clothing-wearing motives; Brand preference; Regional difference; Gender difference; 고등학생; 의복 착용 동기; 브랜드선호; 지역차이; 성별 차이
- Citation
- 한국의류학회지, v.33, no.4, pp 574 - 585
- Pages
- 12
- Journal Title
- 한국의류학회지
- Volume
- 33
- Number
- 4
- Start Page
- 574
- End Page
- 585
- URI
- https://scholarworks.bwise.kr/kumoh/handle/2020.sw.kumoh/27113
- ISSN
- 1225-1151
2234-0793
- Abstract
- This study intended to identify regional and gender differences between high school students groups in clothing-wearing motives, casual brand preference and actual purchasing condition. Using a 2×2 sampling frame, 100 responses were collected for each regional and gender group: male students in Seoul, females in Seoul, males in Gumi, and females in Gumi. In terms of clothing-wearing motives, Gumi students and female students showed more highly extroverted motives than males and Seoul students, respectively. And
three groups were determined on the basis of clothing-wearing motives: the extroversion group, the introversion group, and the least clothing-cognizing group. Concerning the brand preference factor, female students showed more dispersed brand preference than males. Adidas and Puma were preferred by all 4 groups. Polo and Guess were preferred by Seoul students, and Clide, Banila B, and TBJ were preferred by female students. The determinants of brand preference were identified as quality, reliability, affirmative image, and some brand personas such as ‘neat’, ‘natural’ and ‘polished’. The students from Seoul tend to pay more money for clothing than those from Gumi, and Seoul students' main purchasing place was identified as department store while Gumi students shop more at brand chain stores.
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