신 중년 여성의 유행관여도와 패션제품유형 및 가격할인 판매촉진유형이 구매의도에 미치는 영향

Abstract

This study set out to empirically investigate how the purchasing intention is influenced by the involvement of new middle-aged women in fashion, the fashion product type, and the price discount sales promotion type. To achieve this, we used a three mixed factorial design: 2 (fashion involvement of new middle-aged women: high vs. low) × 2 (fashion product type: utilitarian vs. hedonic) × 2 (price discount sales promotion type: inclusive discount vs. exclusive discount). Frequency analysis, credibility analysis, t-test, three-way ANOVA, and simple interaction effect analysis were conducted using the SPSS 18.0 Statistical Package to analyze the data. The results were as follows. First, the fashion involvement of new middle-aged women, the fashion product type, and the price discount sales promotion type each had a significant impact on the purchasing intention. Second, the fashion involvement of new middle-aged women and the fashion product type showed a meaningful interaction effect on the purchasing intention. It was confirmed that the groups with high fashion involvement and low fashion involvement both displayed higher purchasing intention toward a utilitarian product than hedonic product.