의복소비가치를 통한 웨어러블 디바이스 패션 제품 소비자 구매행동 연구

양진숙(Yang, Jin Sook),김주연(Kim, Joo Yeon) 한국디자인문화학회 2016 한국디자인문화학회지 Vol.22 No.1

웨어러블 디바이스는 지금까지 기술 개발 자체에 대한 관심이 집중되었으나 웨어러블 디바이스가 패션으로써 기능하기 위해서는 디자인의 문제가 가장 시급하다. 실제로 웨어러블 제품들은 점차 패션 제품의 형태로 발전 해 나갈 것이라고 예측되고 있으며 단순히 컴퓨터의 소형화나 센서의 부착이 아닌 착용자에게 안정감과 만족감, 친숙함을 줄 수 있는 형태로 패션 분야에서 연구되어야 한다. 이런 문제점에 입각하여 현재 패션브랜드와 디지털 IT업체와의 협력을 통해, 또는 패션브랜드에서 독창적으로 웨어러블 디바이스를 개발하고 있다. 소비자들이 어떤 제품을 필요로하고 그것을 수용할 수 있는지 컴퓨터 기기로서 뿐만 아니라 하나의 통합된 의복과 액세서리로 패션의 어떤 요인에 대해 고려하는지에 대한 소비자 구매행동을 조사할 필요가 있다. 이에 본 연구에서는 패션 제품의 주요 소비자인 여성이 웨어러블 디바이스 패션 제품을 구매함에 있어서 고려할 수 있는 5가지 의복소비가치 요인들을 도출하고, 소비자 구매행동에 미치는 영향에 대한 여부를 검증하고 유의성을 찾고자 하였다. 분석 결과를 보면 첫째, 요인분석을 통해 의복소비가치는 과시적 가치, 유행적 가치, 기능적 가치, 심미적 가치, 효용적 가치의 5가지 요인으로 도출할 수 있었다. 둘째, 인구특성에 따라 연령, 결혼유무, 월 평균 패션 제품 지출비에 따라 의복소비가치의 유의성의 차이를 본 결과, 연령이 높고 패션 제품의 관심도가 높은 소비자가 과시적 가치, 유행적 가치, 효용적 가치에 대해 유의한 중요도를 보였다. 반면 기능적 가치에 대해서는 패션 제품에 대한 관심도가 낮은 소비자가 더 중요하게 여겼으며, 심미적 가치에서는 웨어러블 디바이스가 패션 제품이라는 특징을 나타낸다고 확인하였다. 셋째, 구매 경험에 따른 의복소비가치의 차이에 대해서는 과시적 가치, 유행적 가치, 심미적 가치에 대해 구매자의 중요도가 높았으며, 기능적 가치와 효용적 가치에 대해서는 비구매자의 중요도가 높게 나타난 점으로 보아, 구매 경험 유무에 따른 타겟의 가치 요인적용을 통한 제품 개발이 필요할 것으로 사료된다. 향후 웨어러블 디바이스 패션 제품으로의 개발에 도움을 줄 수 있는 기초자료가 되기를 기대하며, 후속연구의 진행으로 패션 업체와 웨어러블 디바이스 관련 시장이 활성화되기를 기대한다. To recent days, wearable device had received attentions only for its technology side. However, in order to have wearable devices function as fashion, design element is urgently required. In fact, wearable products are expected to develop with more fashionable appearances. Rather than attaching small computer or sensors, comfortable, it should pursue neat, comfortable and familiar shapes in fashion industry. Considering these problems, wearable devices are in development by fashion brands or in cooperation with digital IT corporations. Before successful development, investigation on consumer purchase behavior must take place in order to grasp consumers’ demands and desire, which product is desired and how it can be applied as an integratedclothing and/or accessory and which aspect of fashion is considered as well as the aspect of computer. In this study, it assumes five clothing consumption value elements in wearable fashion device product purchase by women, the major consumer in fashion. And it verifies the influences on consumer purchase behavior and finds significance. As a result of analysis, first, the factor analysis showed five elements of clothing consumption; conspicuous value, trend value, functional value, aesthetical value, and utility value. Second, according to the population characteristics such as age, marital status and monthly clothing expense, it investigated the significance of the difference in clothing consumption value. The result showed that the consumers in older age group and highly interested in fashion tend to stress conspicuous, trend and utility aspects. While the functional value was considered more heavily by the consumers who are less interested in fashion. The aesthetical value confirmed that wearable devices are for fashion. Third, the difference of the clothing consumption value in purchase experience showed that conspicuous value, trend value and aesthetical value were significant. Given the fact that the possible consumers with no purchase history emphasized the functional value and utility value, product development should consider the application of target consumers’ values based on purchase experience. The differences on consumption of consumer types depend on age, marital status and expenditure for fashion. The result offers theoretical frame to apply to product development by considering interest and criticality of value factors and consumer types. Future wearable device must accept consumption value factors properly according to target’s purchase experiences, understand consumers’ demands accurately and develop fashionable designs and consumer marketing strategies constantly. This study is expected to be the basic data to help wearable and fashionable device development. And further study will help to stimulate both markets of fashion and wearable device altogether.

A Study on Clothing Consumption Value : A Qualitative Approach

Lim, Sook Ja,Kim, Sun Hee 한국의류학회 2001 한국의류학회지 Vol.25 No.9

본 연구는 소비자의 실제적인 의복 소비 행동을 설명할 수 있는 가치 개념을 제시하기 위하여 의복 소비가치의 구체적 유형을 밝히고, 적합하고 신뢰성 있는 의복 소비가치 척도를 구성할 수 있는 기초자료를 제시하고자 하였다. 본 연구에서는 Sheth(1991)의 소비가치이론과 의류학 및 소비자 행동분야의 다양한 이론을 토대로 초점 집단면접(Focus Group Interview)을 통하여 소비가치에 대한 탐색적 접근을 시도한 결과를 논의하였다. 의복의 구매와 착용의 선택상황에 영향을 미치는 소비가치는 Sheth(1991)의 5가지 소비가치 유형인 기능적 가치, 사회적 가치, 감정적 가치, 진귀적 가치, 상황적 가치 및 의복제품의 특성에 따른 자기표현적 가치로 분류되었다. 기능적 가치는 물리적 속성, 물리적 기능, 도구적 성과와 관련되었으며, 사회적 가치는 사회계층, 준거집단, 인구통계적 특성집단, 문화-민족적 집단과의 관련성에 대한 가치로 구성되었다. 감정적 가치는 긍정적, 부정적 감정 및 심미성 요인으로 구성되었으며, 진귀적 가치는 다양성추구행동 요인 및 유행성의 새로움 추구 요인과 관련되었다. 또한 상황적 가치는 의복착용상황, 구매상황, 커뮤니케이션 상황으로 구성되었으며, 자기표현적 가치는 성격, 이미지 표현, 개성추구, 유행추구 등의 요인으로 구성되었다. 본 연구의 이러한 결과를 바탕으로 소비가치에 대한 양적 연구를 실시한다면, 보다 객관적인 구조를 파악하고 신뢰성 있는 측정문항을 개발할 수 있을 것이다.

의복소비가치와 인구통계적 특성에 따른 의복처분행동

안수경 ( Soo Kyoung Ahn ),류은정 ( Eunjeong Ryou ) 한국의류산업학회 2015 한국의류산업학회지 Vol.17 No.6

This study aims to investigate the relationship between consumers` clothing consumption values, demographic features, and clothing disposal behaviors. The data were collected from 300 women aged between 20 and 59 through the online survey with the self-administered questionnaire. A series of exploratory and confirmative factor analysis was conducted to identify the dimensions of clothing consumption values and clothing disposition behaviors. Clothing consumption values consisted of six dimensions including conditional value, individuality value, fashion value, social value, practical value, and self-expression value. Clothing disposition behaviors were discovered as four dimensions such as discarding, giving, selling, and donating. A structural equation modeling analysis was employed to examine the relationship between clothing consumption values and disposition behaviors. While individuality value, fashion value, and practical value had a significantly positive impact on donating, giving, and discarding behaviors, both practical value and self-expression value negatively influenced discarding behavior. Fashion value negatively affected giving behavior. Employing a series of MANOVA, one-way ANOVA and sheffe`s multiple range test, this study found that there were significant effects of age, marital status, monthly income, and monthly clothing expenses on giving and donating behaviors. This study suggests that fashion firms should be aware of clothing disposition in terms of social and environmental concerns and understand diverse consumer disposal behaviors and utilize them as a social marketing strategy.

남성소비자의 의복소비가치가 온라인 패션 편집매장의 특성 지각과 이용의도에 미치는 영향

정혜린 ( Hyerin Jeong ),김한나 ( Hanna Kim ) 한국패션비즈니스학회 2021 패션 비즈니스 Vol.25 No.2

This study sought to understand the clothing consumption values of male consumers and analyze the attributes of online fashion multi-brand stores. The study examined the effect of clothing consumption values of male consumers on the perceived attributes of online fashion multi-brand stores and use intention. The study also aimed to investigate whether online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and use intention. An online survey of male consumers in their 20s and 30s was conducted, and a total of 338 responses were analyzed. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, regression analysis, and stepwise-regression analysis. The results are as follows. First, fashionableness out of the four attributes of online fashion multi-brand stores (fashionableness, entertainment, variety, and scarcity) influenced the practical and conspicuous values of clothing consumption values. Entertainment had a significant effect on all clothing consumption values. Variety had a significant impact on practical and conspicuous values and the scarcity factor influenced epistemic and conspicuous values. Second, while entertainment, variety, and scarcity influenced sharing intention, fashion, entertainment, and variety influenced purchase intention. Third, online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and sharing intention but not purchase intention.

의복소비가치가 인터넷 의류쇼핑몰의 서비스품질 평가에 미치는 영향에 관한 연구

유은정(Eun Jeong Ryou) 한국복식학회 2002 服飾 Vol.52 No.3

The purposes of this study were to investigate effects of the clothing consumption value on the service quality and to examine the determinant factors on the attitude of internet apparel shopping. The data were collected from 227 female adults using questionnaire, Using SPSS 9.0 package, Cronbach`s α, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows. 1. Clothing consumption value was composed of 5 factors: fashion value, social value, functional value, personality value, and emotional value. 2. Clothing consumption value had direct effects on the service quality of internet apparel shopping mall. The service quality was perceived as reliability, advantage, responsibility, product assortment, tangibles, and rapidness. 3. Consumer characteristics such as age, household income, experience of internet shopping, and web search ability, clothing consumption value, and product assortment of the service quality had significant effects on the attitude of internet apparel shopping.

의복소비가치에 따른 집단별 외모관리행동의 차이

김인숙 ( In-suk Kim ) 한국의류산업학회 2016 한국의류산업학회지 Vol.18 No.5

We intend an empirical assessment of examining the differences in the appearance management behaviors and demographic variables among groups classified by the clothing consumption values. The questionnaires are administered to 493 female and male adults above 20 years old in Seoul, Gyeonggi-do, Daegu and Kyungpook regions. For analysis of data from 478 respondents, descriptive statistics, cluster analysis, Cronbach’s α, ANOVA, Duncan test and χ² test were applied. We show the following results. First, Factor analyses were employed for the clothing consumption values and appearance management behaviors. Six factors were for clothing consumption values: Individuality, appearance attractive, social, functional, conditional and fashion clothing consumption value. Four factors were for appearance management behaviors: weight training, skin care, hair care, make-up and clothing selection. According to clothing consumption values, four groups were classified: the passive, functional, social, and active group. We did cluster analysis to the appearance management behaviors of weight training, skin care, hair care, make-up and clothing selection. Second, the social and active groups were more interested in individuality, appearance attractive, social, functional, conditional and fashion clothing value. And they were also more involved in appearance management behaviors. Third, among the demographic variables, the single and female in 20s and 30s with higher level of education belonged to the active group. In this contribution, we find significant differences in the appearance management behavior and demographic variables classified by the clothing consumption values.

중국 여성소비자의 라이프스타일에 따른 의복소비가치, 한국 패션브랜드에 대한 태도 및 충성도

허원원 ( Xu Yuan-yuan ),황진숙 ( Hwang Jin-sook ) 한국디자인트렌드학회 2011 한국디자인포럼 Vol.30 No.-

중국은 급속한 경제 성장으로 세계의 주목을 받고 있다. 생활수준 개선으로 중국 소비자들의 삶의 질은 높아지고 있으며 그에 따라 소비자들의 라이프스타일도 변화하고 있다. 본 연구는 중국 북경에 거주하는 20-30대 여성 소비자들을 대상으로 라이프스타일에 따라 집단을 세분화하고 집단 간 의복 소비가치와 한국 패션 브랜드에 대한 태도 및 충성도의 차이를 알아보고자 하였다. 연구결과 라이프스타일 집단은 `브랜드/알뜰계획 집단`, `패션 문화개방/디지털 집단`, `소극적 라이프스타일 집단`의 3집단으로 분류되었고, 집단 간 의복 소비가치, 한국 패션 브랜드에 대한 태도, 충성도 및 정보원에서 유의한 차이가 나타났다. China is attracting the world`s attention with its rapid economic growth. The quality of life is rising universally by the improvement of living level, and the lifestyle is changing as well. The purpose of this research was to segment Chinese female consumers by lifestyles, and to investigate the differences among the segmented groups in regard to clothing consumption value and attitudes toward Korean fashion brands. The subjects of the study were 20-30 years old women living in Beijing, China. The subjects were classified into three groups according to their lifestyles, which were brand/function-oriented group, fashion/ shopping group, and passive lifestyle group. The results showed that there were significant differences among the groups in regard to clothing consumption value, attitudes toward Korean fashion brands, brand loyalty, and information source.

의류상품 유형별 쇼핑스타일과 소비가치 관계 연구

오현정 ( Hyun Jeong Oh ) 대한가정학회 2010 Family and Environment Research Vol.48 No.1

The objectives of this study were to investigate differences in shopping style and consumption value of apparel product type, and to establish the effects of consumption value on shopping style. A questionnaire was used to collect data from 263 women aged between 20 to 49 in Gwangju on their shopping style and consumption value according to formal and casual product type. Collected data were subjected to frequency analysis, factor analysis, ANOVA, t-test and multiple regression analysis using statistical program SPSS(version 17.0). Results showed that shopping style could be influenced by six factors: fashion-recreational, quality-brand, impulsive, confused, brand-loyal, and price conscious consumer. Clothing consumption value was influenced by five factors: emotional, functional, epistemic, social, and situational value. Shopping style and clothing consumption value were significantly different between a formal product purchaser and a casual product purchaser. Consumption value had a significant influence on shopping style of the formal product purchaser and also the casual product purchaser.

여성소비자의 의복 동조행동에 대한 연구 - 허영심, 의복소비가치를 중심으로 -

임경복 한국의상디자인학회 2018 한국의상디자인학회지 Vol.20 No.1

The purpose of this study is to closely describe the meaning of the clothing conformity behavior of female consumers in today's society. In this process, the vanity scale was used as a precedence variable, on the other hand, clothing consumption value and information search behavior was used as outcome variable, which has an effect on the clothing conformity behavior. The subjects were 300 females who live in Seoul and Kyung-gi. The data were analyzed by Cronbach's α, Factor analysis, Regression and ANOVA using SPSS program. The results were as follows. First, the vanity scale was classified into four factors, a concern and a positive view for each achievement and appearance. Clothing consumption value was divided into five factors; fashion, appearance attractiveness, emotional, social and functional clothing consumption value. Clothing conformity behavior was classified into three factors; normal, informational, and identified conformity factor. Second, various vanity scales influenced the clothing conformity behavior factors. In particular, concern for achievement and appearance were more important factors to clothing conformity behavior. Among six clothing consumption values, fashion was a more significant factor affected by clothing conformity behavior. Also, various conformity behaviors influenced the information search behaviors. Finally, according to age, school record, and pocket money, there were significant differences in clothing conformity behaviors and vanity factors.

연구논문 : 남성 소비자의 의복 소비가치 척도 개발 연구-의류편집매장, 맞춤정장매장 구매행동을 중심으로-

김태연 ( Tae Youn Kim ),이윤정 ( Yoon Jung Lee ) 한국의류학회 2015 한국의류학회지 Vol.39 No.6

This study develops scales to measure clothing consumption values for Korean male consumers. This study conducted qualitative and quantitative research to explore a new clothing consumption value among males as well as investigate empirically the measurement of clothing consumption values. In-depth interviews and focus group interviews were collected for qualitative research on 20 Korean men in their 20s-40s who had experience with 2 types of stores in Korean men``s fashion. An analysis of qualitative data based on grounded theory approaches identified 6 factors and 15 items. For the empirical research, the questionnaire which consist of 9 factors and 46 items were developed by the results of grounded theory approaches and prior studies. Final measurement scales were based on 651 data used in exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA). All subjects were in their 20s-40s. The result from CFA suggested 4 factors and 18 items with showing acceptable construct validity and discriminant validity. Therefore, this study confirmed that clothing consumption value for Korean male consumer consist of ostentatious and brand value, epistemic and possession value, conditional value, and reasonable value. These constructs will provide critical insight in understanding and segmenting Korean male consumers.