여성소비자의 의복 구매행동에 관한 탐색적 연구 = An exploratory study on the purchasing behavior of female consumers for apparel products

국문 초록 (Abstract)

본 연구는 여성소비자의 인구통계학적 특성인 연령, 거주지역, 직업, 교육수준, 소득수준등과 구매결정요인, 소비성향과 성격유형에 따라 선호하는 의복 구매행동에 차이가 있는지를규명하는데 목적이 있다. 논문의 연구방법은 학술연구정보서비스(RISS)를 통해 국내 발행된여성소비자 의류 구매행동에 관련된 논문을 검색하고 문헌 연구를 진행하였다.
여성소비자의 의류 구매행동에 관련된 선행 연구를 분석해 본 결과 구매성향이란 구매에관련된 활동, 흥미, 의견을 포함하는 생활양식이며, 사회, 경제, 여가선용과 관련된 복합적현상으로 구매을 보는 관점을 반영하는 구매 특성적 라이프스타일이라고 하며 충동적, 과시적, 합리적, 유행 지향적, 독자적 성향을 보이는 것으로 확인되었다. 구매 의사결정 과정은 조직의 목표를 달성을 위한 조직의 절차 및 단계를 거쳐 이루어지며 이러한 대안 중에의사결정을 하는 과정은 문제인식, 정보탐색, 구매 전 대안평가, 태도형성, 구매, 구매 후행동의 6단계를 거치는 것으로 나타났다.
여성소비자 의류제품 구매행동에 가격, 브랜드, 광고, 품질 등 구매결정 요인으로 확인됨에 따라, 이는 여성의류 구매를 하는 소비자에 대한 이해뿐만 아니라 실제적으로 마케팅및 홍보에 도움이 될 것으로 사료된다.

다국어 초록 (Multilingual Abstract)

This study can identify whether there is a difference in preferred clothing purchasing behavior according to purchasing decision factors, consumption propensity and personality type of female consumers. There are differences in preferred clothing purchasing behavior according to the demographic characteristics of female consumers such as age, residential area, occupation, education level, income level, purchasing decision factors, consumption propensity and personality type. As for the research method of the thesis, the research papers related to female consumer clothing purchasing behavior published in Korea were searched through the Academic Research Information Service (RISS) and literature research was conducted. As a result of analyzing previous studies related to clothing purchasing behavior of female consumers, purchasing propensity is a lifestyle that includes purchasingrelated activities, interests, and opinions, and is a complex phenomenon related to society, economy, and leisure use, which reflects the viewpoint of purchasing. It is referred to as a characteristic lifestyle, and it has been confirmed that it shows impulsive, ostentatious, rational, fashion-oriented, and independent tendencies.
The purchase decision-making process is a process of making decisions among various alternatives that are generally made through certain procedures and steps in order to effectively achieve organizational goals. Problem recognition, information search, alternative evaluation before purchase, attitude formation, purchase, It was found that there are six stages of behavior after purchase.
Purchasing decision factors such as price, brand, advertisement, quality, and personality type were identified as major factors in female consumers' apparel product purchase behavior, and this will be an opportunity to enhance understanding of consumers themselves and utilize them for marketing in practice.