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靑年層의 衣服購買行動에 關한 硏究

Title
靑年層의 衣服購買行動에 關한 硏究
Other Titles
(A) STUDY ON THE CLOTHING BUYING BEHAVIORS OF ADOLESCENTS
Authors
白珉淑
Issue Date
1986
Department/Major
대학원 의류직물학과
Keywords
청년층의복구매행동과시욕구요인사회계층요인
Publisher
이화여자대학교 대학원
Degree
Master
Abstract
本 硏究는 靑年消費者의 衣服購罵行動에 影響을 미치는 要因을 比較·分析함으로써 學問的으로 理論을 定立하고 衣類生産業界에 마아케팅프로그램의 基礎的 資料를 提示하고자 한다. 硏究의 目的은 衣服購買行動(의복구매의사결정과정, 의복정보탐색과정, 의복구매행동과정)과 청년의 個人的 要因(발달단계), 社會文化的 要因(사회계층) , 心理的 要因(과시욕구)간의 相關關係를 調査하는 것이다. 測定道具로는 발달단계의 측정을 위해 Keniston과 박아청의 분류를 基準으로 하였고 社會階層의 측정은 김 영모의 척도를 사용하였다. 과시욕구는 황 정규의 「욕구진단검사」를 사용하여 測定하였고 의복구매행동의 測定을 위해 文獻과 先行硏究에 根據하여 本 硏究者가 作成한 質問紙를 使用하였다. 標集對象은 충남통계연보와 충남교육통계연보를 기초로 하여 大田市에 거주하는 女子 中·高·大學生을 多段階標出法(Multiple Stage Sampling)으로 선정하였고 최종 653부를 통계분석하였다. 資料分析은 빈도, 백분율, 평균, 표준편차 算出 및 x^(2)-test, paired T-test, 켄달의 일치성계수 산출, 三元分散分析, Duncan's Multiple Range Test를 實施하였다. 資料分析結果를 토대로 내린 結論은 다음과 같다. 1. 구매의사결정과정에 영향을 미치는 主要因은 個人的 特性인 청년기의 發達段階要因이다. 2. 정보탐색과정에 영향을 미치는 主要因은 心理的 特性인 誇示慾求 要因과 個人的 特性인 청년기의 發達段階要因이다. 3. 구매행동과정에 영향을 미치는 主要因은 社會文化的 特性인 社會階層要因과 個人的 特性인 청년기의 發達段階要因이다. 즉 靑年期의 발달단계요인은 購買行動 全 過程에 영향을 미치며 社會階層要因은 구매행동과정에, 과시욕구요인은 정보탐색과정에 특히 영향을 미친다. 結論的으로 靑年消費者의 구매행동은 個人的, 社會文化的, 心理的 要因들이 복잡하게 相互作用한 結果이다.;The study intended to represent a basic reference material for the marketing program to the colthing industry by means of comparing and analyzing factors which influenced on the clothing buying behaviors of adolescent consumers. The principal objects were to make a close eramination of interrelations between the clothing buying behaviors(clothing buying decision-making, clothing information seeking, and clothing buying behavior process) and personal(the developing stages), socio-cultural(the social class), and psychological(need for exhibitionism) factors. The developing stages of adolescents were divided by the criteria of Keniston and Ahchung Park, and the social class were measured by index of Youngmo Kim. Need for exhibitionism were measured by Needs Inventory Sheets of Jeongkyu Hwang, and the researcher developed a questionaire for the measurement of the clothing buy behaviors. 653 subjects of female students attending junior, senior high schools or colleges in Taejeon area were selected by The Multiple Stage Sampling method. The data analysis was based on frequency, percentage, average, standard deviation, chi-square(x^(2))test, paired T-test, Kendall's concordance coefficient, three-way analysis of variance and Duncan's multiple range test. The results of analysis of the obtain data were as follows; 1 . The developig stage variable of adolescences was the main factor that influenced on the buying decision-making process. 2. The main factors which influenced on information seeking process were need for exhibitionism and the developing stage variable. 3. The main factors which influenced on buying behavior process were the social class and the developing stage variable. In conclusion, the buying behaviors of adolescent comsumers were consquence of the compley actions of personal, socio-cultural and psychological factors.
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