지원사업
학술연구/단체지원/교육 등 연구자 활동을 지속하도록 DBpia가 지원하고 있어요.
커뮤니티
연구자들이 자신의 연구와 전문성을 널리 알리고, 새로운 협력의 기회를 만들 수 있는 네트워킹 공간이에요.
논문 기본 정보
- 자료유형
- 학술저널
- 저자정보
- 발행연도
- 2011.12
- 수록면
- 139 - 151 (13page)
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초록· 키워드
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Since personality lead to relatively consistent responses to one"s own environment, consumers" distinct personality influences their buying behavior. In order to understand the relationship between consumer"s personal characteristics and purchase behavior, the study
investigated the effect of consumers’ personality trait on the clothing selection criteria and preferred clothing image.
Survey was utilized to collect the data and subjects were 333 high school students. Measures consisted of three main constructs: Consumer’s extroversion and openness based on the Big-Five personality trait, clothing selection criteria, and preferred clothing image. The data were analyzed using PRELIS 2, LISREL 8.8, and SAS 9.2.
The subjects was classified into three groups; Group 1 was a group of intermediate-level in openness and extroversion while Group 2 was a group of high-level in both personality traits. Group 3 was a group of high-level in openness but of low-level in extroversion.
Clothing selection criteria were confirmed to have five constructs: other-directed, aesthetic, fashion & conformity-oriented, brand-oriented, and practical. In the buying situation, Group 1 prioritized fashion & conformity-oriented and brand-oriented criteria but regarded other-directed and aesthetic as less important than other groups did. Group 2 considered that all of the clothing selection criteria were important except practical.
There were six factors in the clothing image: elegance, simple, ethnic, masculine, active, and modern. The result showed a significant difference between groups in preferred clothing images. Group 2 liked most of the clothing images but group 3 did not. Group 3 preferred
simple clothing image more than masculine or ethnic ones.
Overall, the study concluded that the openness and extroversion of Big-Five personality traits could serve as a predictor of clothing selection criteria and preferred clothing image.
investigated the effect of consumers’ personality trait on the clothing selection criteria and preferred clothing image.
Survey was utilized to collect the data and subjects were 333 high school students. Measures consisted of three main constructs: Consumer’s extroversion and openness based on the Big-Five personality trait, clothing selection criteria, and preferred clothing image. The data were analyzed using PRELIS 2, LISREL 8.8, and SAS 9.2.
The subjects was classified into three groups; Group 1 was a group of intermediate-level in openness and extroversion while Group 2 was a group of high-level in both personality traits. Group 3 was a group of high-level in openness but of low-level in extroversion.
Clothing selection criteria were confirmed to have five constructs: other-directed, aesthetic, fashion & conformity-oriented, brand-oriented, and practical. In the buying situation, Group 1 prioritized fashion & conformity-oriented and brand-oriented criteria but regarded other-directed and aesthetic as less important than other groups did. Group 2 considered that all of the clothing selection criteria were important except practical.
There were six factors in the clothing image: elegance, simple, ethnic, masculine, active, and modern. The result showed a significant difference between groups in preferred clothing images. Group 2 liked most of the clothing images but group 3 did not. Group 3 preferred
simple clothing image more than masculine or ethnic ones.
Overall, the study concluded that the openness and extroversion of Big-Five personality traits could serve as a predictor of clothing selection criteria and preferred clothing image.
목차
Abstract
Ⅰ. 서론
Ⅱ. 이론적 고찰
Ⅲ. 연구 방법 및 절차
Ⅳ. 연구결과 및 논의
Ⅴ. 요약 및 결론
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UCI(KEPA) : I410-ECN-0101-2013-592-001198670