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논문 기본 정보

자료유형
학술저널
저자정보
이정주 (혜전전문대학 의상디자인과) 진병호 (연세대학교 의류환경학과)
저널정보
한국의류학회 한국의류학회지 한국의류학회지 제19권 제6호
발행연도
1995.1
수록면
1,040 - 1,050 (11page)

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초록· 키워드

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The Purposes of this study were to investigate the choice dimensions in purchasing the medium-low priced casual clothing, the influence of them on the preference of medium-low priced casual clothing, and the brand images of six medium-low priced casual clothing using the perceptual map. The Questionnaires were administered to 540 college students living in Seoul (340) and County of Chungnam(200). The data were analyzed by frequency, factor analysis and multiple regression analysis. The results were summarized as follows: 1) The choice dimensions in purchasing the medium-low price casual clothing were identified as exclusiveness/style, intrinsic characteristics, promotion and price/distance. 2) Exclusiveness/style dimension influenced most on the preference of medium-low priced casual, intrinsic characteristics, price/distance dimension were followed. Promotion dimension appeared to have an insignificant influence. These results were consistent in both Seoul and the County of Chungnam. 3) Perceptual mapping showed Hunt and J-vim had the best brand images, Maypole and Omphalos were followed. Tipi Cosi and I-land appeared to have the worst brand image. The college students living in the County of Chungnam perceived that all six brands of medium low priced casual clothing to be exclusive in their style. In addition, it was perceived less promoted, more expensive and farther than Seoul counterparts.

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