관여가 의복품목별 평가 기준에 미치는 영향

다국어 초록 (Multilingual Abstract)

The purpose of this study is, by analyze the relationship among clothing involvement which is major expanatory variable in the stage of product purchase and consumption, evaluative criteria of housewives, to help to give understanding the concept of involvement and to supply the fundamental data for constructing marketing stratege. The subject of this study was a 510 housewives and the items of study were three such as suit·one piece dress, blouse·skirt, and blue jean·T-shirt. For analyzing data frequency analysis, percent, mean, standard deviation, factor analysis, F-test, Duncan-test, MANOVA, t-test, and Pearson`s product-moment correlation coefficient were used. The results are as follows. 1. Clothing involvement was divided into 4 dimensions such as fashion, pleasure, symbolism, and perceived risk. Evaluative criteria had 5 dimensions such as harmony, dignity, practicality, price, and fashion. 2. There was significant difference in the occupation of working housewives and the expenditure of money on clothes concerning clothing involvement. 3. There was significant difference in items concerning the degrees of importance of each evaluation factor. Harmony was the first important dimension and practicality was the second by housewives. the degree of clothing involvement had a significant positive correlation with the factors of evaluation on each item. Each dimemsion of clothing involvement had a significant positive correlation with the factors of evaluation.