인도네시아 소비자의 의복행동과 한국 패션 브랜드에 대한 태도

Abstract

Indonesian population is estimated at 250 million as the world's fourth-largest population, and it is also one of the world's largest Muslim nation. 70% of the population of Indonesia are young consumers in their 20s and 30s. Private consumption of Indonesia is a strong sector that constitutes almost 60% of GDP. As a results, many foreign countries including Korea are making efforts to invest their capital into Indonesian market. Here some information is needed about Indonesian clothing market or their possible interest in Korean fashion. Otherwise there is no logical connection between two sentences. This study takes Indonesian consumer's clothing behaviors as a conceptual frameworks. Specifically, Indonesian consumer's clothing behaviors, divided according to clothing image, clothing style, body image, and clothing wearing behaviors. Indonesian consumer's attitude toward Korean fashion brands were studied. The objectives of this study were: (a) to explore the Indonesian consumer's clothing behavior according to clothing image, clothing style, body image, and clothing wearing behavior; (b) to explore the Indonesian consumer's recognition of Korean fashion brands according to clothing image, clothing style, attitude toward Korean fashion brands; (c) to investigate differences of clothing behavior according to religion. Results of the study will provide useful cultural and marketing insights for various Korean fashion brands that are struggling to Indonesian fashion market. To collect the data, the self-administrative questionnaire was developed adopting the existing scales from previous studies. All scales were revised and altered to fit the purpose of the study. Due to the nature of the study, online survey was used. A total of 172 questionnaires were used for final statistical analysis. PASW (Predictive Analytics Software) 21.0 was utilized, and descriptive statistical analysis, frequency analysis, t-test, factor analysis, regression analysis, and the like were used. The results of the study are as follows. First, Indonesian consumers' preferences in clothing image are new, humorous, and casual. Also, it showed that Indonesian consumer's preferences clothing style are casual, classic, and mannish. With regard to body image, Indonesian consumers showed a significantly high mean score. It implies that Indonesian consumers are satisfied with their body and have a high degree of concern about their appearance and body. Second, Indonesian consumers recognized clothing image of Korean fashion brands as new, futuristic, and hi-tech image. Also, they recognized clothing style of Korean fashion brands as casual, feminine, and sexy. With regard to attitude towards Korean fashion brands, Indonesian consumers had a high score. Which suggests Indonesian consumers prefer Korean fashion brands. Finally, significant differences were detected in the clothing style according to religion. It showed that Muslims preferred feminine and sexy style compared to non-Muslims. In addition, Muslims had a significantly higher mean score of attitude towards Korean fashion brands compared to non-Muslims. This study was an attempt to investigate Indonesian consumer's clothing behavior and attitude toward Korean fashion brands. The results have implications for fashion retailers, who want to make inroads in the Indonesian fashion market. Further studies have to employ more consumers from other regions of the Indonesia and correct ratio of the religion accordingly.