의류상표태도에서의 감정적 인지적 요소

• 영문명: The Emotional and Cognitive Responses toward the Clothing Brands
• 발행기관: 가톨릭대학교 생활과학연구소
• 저자명: 최선형(Choi Sun-Hyung)
• 간행물 정보: 『생활과학연구논집』제15권 제1호, 109~126쪽, 전체 18쪽
• 주제분류: 자연과학 > 생활/식품과학
• 파일형태: PDF
• 발행일자: 1995.12.01

영문 초록

The study a twofold purpose : (1)to investigate emotional responses toward the clothing brands, and (2)to investigate the effect of emotional and cognitive responses toward clothing brands on purchase intention. Self-administrated questionnaires were given to 300 female college students in Seoul. Six brands of female clothing were selected as stimuli for questionnaire. Factor analysis revealed three emotional responses: pleasure, activation, utilitarian. When estimated using multiple regression analysis, both cognitive and emotional responses influenced the subject's purchase intention. It was found out that the hedonic aspect had more influence on the purchase intention than the utilitarian one and activation aspect influenced on preference and purchase intention through pleasure. The results of the study suggest that both consumer's emotional and hedonic desires and their cognitional responses of attributes play an important role in the comsumer behavior.

목차

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Abstract

I. 서론

II. 이론적 배경

III. 연구방법

IV. 결과 및 논의

V. 결론

참고문헌