청주지역 대학생의 패션 명품에 대한 의식 및 구매 태도

• 영문명: Recognition and Purchasing Attitude toward Fashion Luxury Brand by University Students in Cheongju
• 발행기관: 충북대학교 생활과학연구소
• 저자명: 권수애(Soo Ae Kweon) 김윤희(Yoon Hee Kim) 김은정(Eun Jeong Kim) 한아롱(Ah Rong Han)
• 간행물 정보: 『생활과학연구논총』생활과학연구논총 제10권 2호, 275~288쪽, 전체 14쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 2007.01.30

영문 초록

  The purpose of this study was to investigation fashion luxury brand purchasing behavior and recognition among university students. 269 students living in Cheongju were surveyed for this study. For data analysis, descriptive statistics, factor analysis, factor analysis, ANOVA, and regression were used for this study. The results showed significant differences in recognition and purchasing attitude for luxury products according to age, grade, major, monthly porket money. They took a serious view of materials, design, prices, degree of recognition for luxury products by purchasing. They prefer to Calvin Kline, Gucci, DKNY, Louis Vuitton and Burburry products. Generally, the preference toward the luxury brand were associated with its degree of recognition. Based on these results, fashion marketing strategies would be suggested.

목차

Abstract
Ⅰ. 서론
Ⅱ. 이론적 배경
Ⅲ. 연구방법 및 절차
Ⅳ. 결과 및 고찰
Ⅴ. 결론 및 제언
참고문헌

키워드

recognition purchasing attitude fashion luxury brand university students