자아이미지 일치성에 따른 패션제품 색채선호도 및 이미지선호도 연구 : 중국 한족과 소수민족(회족, 만주족, 묘족)의 여대생을 중심으로 = A Study on Color Preference and Image Preference of the Fashion Products According to Self Image Congruence

다국어 초록 (Multilingual Abstract)

As China's social economy develops rapidly and people's standard of living improves, a high consumption craze is spreading in China, and fashion has tremendous value as an important business factor driving consumption. At the marketing level, the consumer's preference for fashion products is an essential factor to grasp. In addition, shopping is becoming more and more convenient due to the combination of online/offline commerce, the trend of Ali pay - online e-payment platforms and Taobao participating in the fashion industry, moreover, the need of Chinese consumers are diversifying. The demand for fashion products is increasing, and Chinese consumers place more emphasis on personal sense when choosing fashion products. Also, the high-level emotional needs of consumers are greatly increased.
Consumer's self-image is the most influential factor in consumer fashion product preference, and consumers evaluate the product through the degree of correspondence between fashion products and self-image. Among the elements of a fashion product, what attracts the consumer is color and image. To find out the consumer's preference for fashion products, it is necessary to understand the color and image preferences for fashion products.
In recent years, the development of ethnic minority economies has greatly increased the consumption of minority fashion products, making them an important consumer group in the fashion industry. Consumer's self-image comes from factors such as the consumer's living environment, ethnicity, age, education, and income. Therefore, according to self-image, ethnic consumers show different preferences for color and image of fashion products.
It is expected that Chinese Han and minority (Hui, Man, Miao) college student consumers will continue to be important consumers in the fashion product market. Study on color preference and image preference of fashion products according to their self image is necessary.
In order to achieve the purpose of this study, specific research questions were set as follows.
First, this study examines the effect of self-image matching on color preference and image preference for fashion products of Chinese Han and minorities (Hui, Manchu, Miao).
Second, this study examines the relationship between color preference and image preference for fashion products of Chinese Han and minorities (Hui, Manchu, Miao).
Third, this study examines differences in self-image consistency, color preference, and image preference among Chinese Han Chinese and minorities (Hui, Manchu, Miao).
Fourth, the relationship model between self-image matching, color preference, and image preference of Chinese Han Chinese and minorities (Hui, Manchu, Miao) are examined.
A hypothesis was established to examine the relationship between self-image consistency, fashion product color preference, and fashion product color preference, in which SPSS and AMOS were used. Specific analysis methods were frequency analysis, factor analysis, reliability analysis, correlation analysis, one-way ANOVA analysis, confirmatory factor analysis, and covariate structure analysis.
The collection of data was done by the Questionnaire Response method, and a total of 170 parts of Han Chinese, 66 parts of Hui, 72 parts of Manchu, and 65 parts of Miao were used as final analysis data for this study.
The conclusions of this study are summarized as follows.
First, self-image consistency among Han Chinese female students was found to affect the color preference and fashion product image preference of fashion products. Further, the color preferences of fashion products and the image preferences of fashion products were found to influence each other.
Second, self-image consistency for the female college students of Hui was found to affect the color preference and fashion product image preference of fashion products. Further, the color preferences of fashion products and the image preferences of fashion products did not affect each other.
Third, self-image consistency did not affect fashion product color preference for the Manchu women's femininity, and self-image consistency had an effect on fashion product image preference. Further, the color preferences of fashion products and the image preferences of fashion products also influenced each other.
Fourth, self-image congruence did not affect fashion product color preference and fashion product image preference. In addition, the color preferences of fashion products and the image preferences of fashion products did not affect each other.
As a result, this study deals with the self-image consistency of each nation, the color preference and image preference of fashion products. The implications of this study are to grasp the preferences of ethnic consumers for the color and image of fashion products, develop products in response to consumer’s preferences, and induce purchasing behavior to increase sales of apparel products and strengthen the competitiveness of the fashion industry. Can be Colors and images are important factors in the appearance of fashion products, which can have a positive impact on consumer attitudes in marketing strategies.
Therefore, this study is the standard data for developing Chinese fashion products based on the research on color preference and image preference of fashion products according to self-image among Chinese
Han Chinese and minorities (Hui, Manchu, and Miao) of the time. I think it can be used. additionally, this study can provide useful data for fashion-related industries and companies.

국문 초록 (Abstract)

중국의 사회경제가 급속히 발전하고 국민의 생활수준이 향상되면서 높은 소비 열풍이 중국에 퍼지고 있는 상황에서 패션은 소비를 움직이는 중대한 비즈니스 요소로서 중요한 가치를 지니고 있다. 마케팅 차원에서 패션 제품에 대한 소비자의 선호도는 반드시 파악해야 할 요소이다. 또한 패션산업에서 온라인과 오프라인의 결합, 알리페이(支付寶)와 타오바오(淘寶)의 유행으로 쇼핑이 점차 편리해지고 있으며 중국 소비자의 선호가 다양화되고 있다. 또한 패션제품에 대한 요구가 높아지 있고 중국 소비자는 패션제품의 선택할 때 개인적인 감각을 더 중시하는 한편 소비자 감성적인 고차원적 욕구를 크게 강조하고 있는 것으로 나타났다.
소비자의 자아이미지는 소비자 패션제품 선호에 가장 큰 영향을 미치는 요소이며, 소비자는 패션제품과 자아이미지의 일치 정도를 통해 해당 제품을 평가한다. 패션제품 중 대표적인 요소로 소비자의 관심을 끄는 것은 색상과 이미지이다. 패션제품에 대한 소비자의 선호도를 알아보려면 패션제품에 대한 색채와 이미지 선호도를 파악해야 한다.
최근 몇 년 동안 소수민족 경제가 발전하면서 소수민족의 패션제품에 대한 소비가 크게 증가하여 이들은 패션 산업의 중요한 소비 집단이 되었다. 소비자의 자아이미지는 소비자의 생활환경, 민족, 연령, 교육 정도, 소득 등의 요인에서 나온다. 따라서 자아이미지에 따라 민족별 소비자들은 패션제품의 색채와 이미지에 대한 선호도를 달리 보인다.
중국 한족과 소수민족(회족, 만주족, 묘족) 대학생 소비자는 패션제품 시장에서 이후 지속적으로 중요한 소비자가 될 것으로 예상되므로 그들의 자아이미지에 따른 패션제품에 대한 색채선호도와 이미지선호도 연구는 필요하다.
다음과 같이 구체적인 연구문제를 설정하였다.
첫째， 중국 한족과 소수민족(회족, 만주족, 묘족)의 대학생을 대상으로 자아이미지 일치성이 패션제품에 대한 색채선호도, 이미지선호도에 미치는 영향을 미치는 지 파악한다.
둘째, 중국 한족과 소수민족(회족, 만주족, 묘족)의 대학생을 대상으로 패션제품에 대한 색채선호도와 이미지선호도 간의 관계를 알아본다.
셋째, 중국 한족과 소수민족(회족, 만주족, 묘족)의 대학생을 대상으로 자아이미지 일치성 및 패션제품에 대한 색채선호도, 이미지선호도에 대한 차이를 파악한다.
넷째, 중국 한족과 소수민족(회족, 만주족, 묘족)의 대학생을 대상으로 자아이미지 일치성 및 패션제품에 대한 색채선호도, 이미지선호도 간의 관계모형을 검증한다.
자아이미지 일치성과 패션제품 색채선호도, 패션제품 색채선호도 간의 관계를 규명하기 위한 가설을 설정하였으며, SPSS와 AMOS를 사용하였다. 구체적인 분석방법으로는 빈도분석, 요인분석, 신뢰도분석, 상관관계 분성, one-way ANOVA분석, 확인적 요인분석, 공변량구조분석을 실시하였다.
자료의 수집은 설문지 응답방식으로 이루어졌으며, 한족 총 170부, 회족 총 66부, 만주족 총 72부, 묘족 총 65부가 본 연구를 위한 최종 분석 자료로서 사용되었다.
본 연구의 결론은 요약하면 다음과 같다.
첫째, 한족의 여대생을 대상으로 자아이미지 일치성은 패션제품 색채 선호도, 패션제품 이미지선호도에 영향을 미치는 것으로 나타났다. 또한 패션제품 색채선호도와 패션제품 이미지선호도는 서로 영향을 미치는 것으로 나타났다.
둘째, 회족의 여대생을 대상으로 자아이미지 일치성은 패션제품 색채 선호도, 패션제품 이미지선호도에 영향을 미치는 것으로 나타났다. 또한 패션제품 색채선호도와 패션제품 이미지선호도 서로 영향을 미치지 않는 것으로 나타났다.
셋째, 만주족의 여대성에 대상으로 자아이미지 일치성은 패션제품 색채선호도에 영향을 미치지 않는 것으로 나타났고 자아이미지 일치성은 패션제품 이미지선호도에 영향을 미치는 것으로 나타났다. 또한 패션제품 색채선호도와 패션제품 이미지선호도 서로 영향을 미치는 것으로 나타났다.
넷째, 묘족의 여대성에 대상으로 자아이미지 일치성은 패션제품 색채 선호도, 패션제품 이미지선호도에 영향을 미치지 않는 것으로 나타났다. 또한 패션제품 색채선호도와 패션제품 이미지선호도 서로 영향을 미치지 않는 것으로 나타났다.
결과적으로 본 연구는 각 민족의 자아이미지 일치성과 패션제품 색채 선호도, 이미지선호도에 대해 차이를 다룬다. 본 연구의 시사점은 패션 제품의 색채, 이미지에 대한 각 민족 소비자의 선호도를 잘 파악하고 소비자의 선호도에 대응하여 제품을 개발하고 구매행동을 유발함으로써 기업의 의류 제품 매출을 높이고 패션 업계의 경쟁력을 강화할 수 있다는 점이다. 색채와 이미지는 패션제품 외관의 중요한 요소이기 때문에 마케팅 전략 수립에 있어 소비자의 태도에 긍정적인 영향을 미칠 수 있다.
이미 본 연구는 당대의 중국 한족과 소수민족(회족, 만주족, 묘족)의 여대생들을 대상으로 자아이미지에 따른 패션제품에 대한 색채선호도와 이미지선호도를 연구결과로 중국 패션제품을 개발하기 위한 표준 자료로 활용할 수 있다고 판단된다. 또한 이러한 연구는 패션관련 산업 및 기업에 유용한 데이터를 제공할 수 있다고 판단된다.

목차 (Table of Contents)

• Ⅰ. 서 론 ···········································································································1
• 1. 연구의 필요성 ······························································································1
• 2. 연구의 목적 ··································································································6
• Ⅱ. 이론적 배경 ··································································································8
• 1. 자아이미지 일치성 ······················································································8
• 2. 색채선호도 ··································································································21
• 3. 패션제품의 이미지선호도 ········································································25
• 4. 중국민족의 특성 ························································································35
• Ⅲ. 연구모형 및 연구방법 ·············································································70
• 1. 연구모형 ······································································································70
• 2. 연구가설 ······································································································71
• 3. 연구대상 ······································································································72
• 4. 측정도구 ······································································································73
• 5. 자료처리 및 분석 방법 ············································································76
• Ⅳ. 연구결과 ·····························································································77
• 1. 조사대상자의 인구통계학적 특성 분포 ·············································· 77
• 2. 자아이미지 일치성과 자아이미지, 패션제품 색채선호도, 패션제품
• 이미지선호도 변인의 신뢰성 및 타당성 분석 ····································83
• 3. 자아이미지 일치성과 패션제품 색채선호도, 패션제품 이미지선호도
• 변인의 확인적 요인분석 ··········································································92
• 4. 자아이미지 일치성과 자아이미지, 패션제품 색채선호도, 패션제품
• 이미지선호도 변인에 대한 상관관계분석 ············································99
• 5. 자아이미지 일치성과 자아이미지, 패션제품 색채선호도, 패션제품
• 이미지선호도 민족별 변수 간의 차이검정 ········································103
• 6. 구조방정식 분석에 의한 각 변인에 대한 가설 검증 ·····························105
• Ⅴ. 결론 ·············································································································120
• 1. 요약 및 결론 ····························································································120
• 2. 연구의 한계점 및 향후 연구방향 ························································124
• 참고문헌
• 부 록
• Abstract