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논문 기본 정보

자료유형
학술저널
저자정보
(성균관대학교)
저널정보
한국의상디자인학회 한국의상디자인학회지 한국의상디자인학회지 제25권 제3호
발행연도
수록면
69 - 80 (12page)

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초록· 키워드

The purpose of this study was to analyze the effects of consumers" fashion design evaluation factors on design value and brand loyalty. After confirming a research hypothesis, 247 people were selected as subjects for empirical analysis, and the results of the study are as follows. As a result of the analysis of ‘the influence of consumer"s fashion design evaluation factors on design value’, the fashion design evaluation factors of ‘convenience’, ‘social activity usefulness’ and ‘fashion ability’ had an effect on the emotional design value. ‘Convenience’, ‘functional usefulness’, ‘social activity usefulness’, ‘fashionableness’ and ‘aesthetic’ factors affected the rational design value. ‘Convenience’, ‘fashionableness’, ‘aesthetic’ and ‘psychological self-conformity’ had a positive (+) effect on kinesthetic design values. As a result of the analysis of ‘Influence of consumer"s fashion design value on brand loyalty’, ‘emotional design value’, ‘rational design value’ and ‘kinesthetic design value’ affect attitude brand loyalty, and ‘emotional design value’ and kinesthetic design value’ affect brand loyalty. It was found that ‘kinesthetic design value’ has an effect on behavioral brand loyalty. As a result of the analysis of ‘the effect of consumer attitude brand loyalty on behavioral brand loyalty’, it was analyzed that attitude brand loyalty had a statistically significant positive (+) effect on behavioral brand loyalty.
#Fashion design(패션디자인) #Fashion design factor(패션디자인 요소) #Design value(디자인 가치) #Fashion design value(패션디자인 가치) #Brand loyalty(브랜드 충성도)
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목차

  1. Abstract
  2. Ⅰ. 서론
  3. Ⅱ. 이론적 배경
  4. Ⅲ. 연구설계 및 방법
  5. Ⅳ. 연구결과
  6. Ⅴ. 결론
  7. References

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