지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
초록· 키워드
오류제보하기
This study explored the product attributes Vietnamese mothers consider for the purchase of children's wear, the differences of product attributes between groups with different levels of conspicuous consumption, and the extent to which the Korean wave affects the purchasing behavior of children's wear brands. The results are as follows. First, the product attribute that Vietnamese mothers consider most when purchasing children's clothes is the comfort in physical activities. Fabric type and quality, sizing and fit, durability, color, child suitability, design, cutting and construction, price, fashionability, and maintenance and laundering are the other attributes (respectively) that influence the purchase of children's wear. Second, the high conspicuous consumption group considers brand, maintenance and laundering, durability, the reactions of others, and fashionability significantly more than the low conspicuous consumption group. Third, the purchase intention of Korean children's wear brands is affected by the perception of the Korean wave than the influence of the reference group or the tendency of conspicuous consumption. The results show that low prices and practicality were important considerations for children's clothing purchases by Vietnamese mothers; however, brand name and fashionability were more powerful predictors for the high conspicuous consumption group. Those with a high perception of the Korean wave also had a higher intention of Korean children's wear brand, which is indicative of the halo effect of the Korean wave. Thus, Korean children's wear brands that plan to enter the Vietnamese market should make active use of the Korean wave.
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참고문헌 (34)
참고문헌 신청
배정민 / 2010 / 한류가 중국소비자의 구매태도에 미치는 영향에 관한 실증연구: 음식제품 및 음식기업이미지 중심으로 / 현대중국연구 11(2):123~155
차경욱 / 2010 / 청소년의 의류구매행동에서 나타난 과시소비성향과 동조소비성향 분석 / 소비자정책교육연구 6(1):27~45
조은아 / 2004 / 청소년의 과시소비성향에 따른 수입명품 및유명브랜드 의류제품에 대한 태도 및 구매행동 / 한국의류학회지 28(1):76~87
Choi, H. R. / 2012 / Fashion market analysis and design development for expansion to southeast Asian market of Korean wave fashion: Focused on Vietnam, Ho Chi Minh city
CUIYUHUA / 2013 / 중국 소비자의 자민족중심주의와 적대감이 패션 브랜드 태도에 미치는 영향 / 한국의류학회지 37(7):894~906
차경욱 / 2010 / 청소년의 의류구매행동에서 나타난 과시소비성향과 동조소비성향 분석 / 소비자정책교육연구 6(1):27~45
조은아 / 2004 / 청소년의 과시소비성향에 따른 수입명품 및유명브랜드 의류제품에 대한 태도 및 구매행동 / 한국의류학회지 28(1):76~87
Choi, H. R. / 2012 / Fashion market analysis and design development for expansion to southeast Asian market of Korean wave fashion: Focused on Vietnam, Ho Chi Minh city
CUIYUHUA / 2013 / 중국 소비자의 자민족중심주의와 적대감이 패션 브랜드 태도에 미치는 영향 / 한국의류학회지 37(7):894~906
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