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중고등학생의 의복 동조 성향에 따른 교복 브랜드의 의복태도 및 행동

Title
중고등학생의 의복 동조 성향에 따른 교복 브랜드의 의복태도 및 행동
Other Titles
High School Students` Buying Attitudes toward School Uniform Brands according to Clothing Conformity
Author
박명자
Keywords
의복 동조 성향; 브랜드 태도; 구매행동; 학생 교복; clothing conformity orientation; brand attitude; buying behavior; school uniform
Issue Date
2011-12
Publisher
복식문화학회
Citation
복식문화연구, 2011, 19(6), P.1320-1333(14)
Abstract
The purpose of this study is to investigate high school students` buying attitudes toward school uniform brands according to clothing conformity orientation. For this research, a survey was carried out to 418 boy and girl students in Seoul and Gyeonggi areas. The data analysis of this study was verified by descriptive analysis, factor analysis, reliability tests, cluster analysis, one-way ANOVA with Duncan-test, and χ2-test. The results are as follows. First, high school students preferred and had strong intentions to buy school uniforms of famous leading brands although they were not satisfied with famous brands. Especially, respondents tended to have favorable attitudes toward sophisticated and luxurious designs of famous school uniform brands. Second, respondents who had a conformity to parents tended to follow parents` opinions by purchasing famous brand uniforms. The conformity group of mass media preferred famous brands, and acquired the information about uniforms from various mass media such as television or magazines. A peer conformity group also preferred leading brands. Based on results of this study, curriculum of home education department should consist of contents for inducing rational consumption of uniforms by considering students` inclination of conformity. In terms of marketing perspectives, school uniforms firms need to reinforce strategies to improve products` quality and value for money.
URI
http://www.ndsl.kr/ndsl/search/detail/article/articleSearchResultDetail.do?cn=JAKO201110334670936http://hdl.handle.net/20.500.11754/51898
ISSN
1226-0401; 2383-6334
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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