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논문 기본 정보

자료유형
학술저널
저자정보
이지연 ([주]엠피아이컨설팅) 박재옥 (한양대학교 의류학과)
저널정보
한국의류학회 한국의류학회지 한국의류학회지 제27권 제11호
발행연도
2003.1
수록면
1,307 - 1,317 (11page)

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초록· 키워드

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The level of consumer knowledge has been gradually increased with the growth of living standard of consumer and the development of communication technology. The purpose of this study was to investigate the structure and measure of consumer knowledge and to find out relationship between objective knowledge and subjective knowledge. The subjects of this study were female adults from theirs twenties to theirs forties who lived in Seoul, Kyunggi or Incheon areas and Quota sampling method was used age and areas. The data were obtained from 603 questionnaires. Data were statistically analyzed using SPSS 10 and major statistical methods are mean, frequency, Pearson correlation coefficient, and Cronbach's $\alpha$ coefficient. The results are as follows: 1. Objective knowledge consisted of the product knowledge, brand knowledge, purchase knowledge and usage knowledge, and subjective knowledge consisted of experience and self-evaluation knowledge. 2. Consumer knowledge was related to the subjective knowledge and objective knowledge. But, there was relatively a low relationship between subjective knowledge and objective knowledge of apparel.

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