여성소비자의 세대별 패션라이프스타일에 따른 홈패션 확장브랜드에 대한 태도

• 영문명: Consumer Attitude toward Extension Brand into Home Fashion Products by Generation and Fashion Lifestyle among Females
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 김은영(Eun Young Kim)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제15권 제2호, 123~132쪽, 전체 10쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2011.12.30

영문 초록

This study was to understand consumers’ responses toward extension fashion brand from apparel to home furnishings. Specific objectives were to classify consumer groups based on fashion lifestyle and generations, and to examine the effect of generation and fashion lifestyle on attitude toward the extension brand and purchase behavior for home furnishings. A total of 814 usable data were obtained from female consumers who are aged 19 to 63 by using questionnaire. For data analysis, descriptive statistics, factor analysis, K-means cluster analysis, and MANOVA were conducted via SPSS 12.0. Respondents were classified into three generations (e.g., Gen Y, Gen X, and Baby boomer) by age. Results showed that consumers were classified into four clusters (e.g., utilitarian consumer, economic consumer, conspicuous consumer and fashion leaders) based on fashion lifestyle factors. There was a significant main effect of generation on extension brand attitude such as brand equity; There was a significant main effect of fashion lifestyles on cognitive attitude toward extended brand. In terms of purchase evaluative criteria, main effect of generation was significant on price and quality; main effect of fashion lifestyle was significant on evaluative criteria, such as price and quality, aesthetics, and brand; and the interaction effect on evaluative criteria was significant in the price and quality for purchasing home furnishings. In addition, the main effect of generation on purchase intention was significant in the product categories, such as furniture, bath accessories, kitchen ware, interior dėco, and lugs/carpet. This study discussed marketing implications for market segmentation by generation and lifestyle, and developing fashion brand extension into different home lifestyle product lines in the fashion marketplace.

목차

Abstract

Ⅰ. 서론

Ⅱ. 이론적 고찰

Ⅲ. 연구방법

Ⅳ. 결과 및 논의

Ⅴ. 결론 및 제언

참고문헌

키워드

brand extension fashion lifestyle generation home furnishings