The effect of consumers need for uniqueness on fashion orientation and consumption values
(주)코리아스칼라
- 최초 등록일
- 2023.04.05
- 최종 저작일
- 2017.02
- 13페이지/ 어도비 PDF
- 가격 4,500원
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서지정보
ㆍ발행기관 : 복식문화학회
ㆍ수록지정보 : 복식문화연구 / 25권 / 1호
ㆍ저자명 : Naan Ju, Kyu-Hye Lee, Jiyeon Lee
영어 초록
People tend to maintain and express their individuality in unique ways. Consumers need for uniqueness is defined as an individuals pursuit that differentiates themselves from others, thereby developing and enhancing their personal identities. This study examined the effect of consumers need for uniqueness on fashion orientation and consumption values. Data were collected through a questionnaire survey distributed to people visiting the fashion show center during Seoul Fashion Week. The survey questions were designed using the 5-point Likert scale and Cronbachs value of questions was reliable as .628-.862. The studys results indicate that people with high need for uniqueness are very interested in fashion and think that is important to be well-dressed. In addition, the results suggest that people with high needs for unusual choices who enjoy challenging the prevailing taste of people want to be fashion leaders and are attracted to products that express their personality well. And people with high needs for creative choices and incompliant choices value their own satisfaction and happiness with the products. On the other hand, consumers needs for incompliant choices have a negative effect on social value. As a result, people with high needs for incompliant choices would break social norms rather than consider social status and reputation when they purchase fashion products. The concluding section of the paper discusses the implications of this research for fashion companies.
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