춘.하 여성 재킷용 소재의 구조적 특성이 감성이미지와 소비자 선호에 미치는 영향: 오프라인과 온라인의 비교를 중심으로

Abstract

This research was designed to compare the subjective evaluation of texture image and preference between offline and online by structural characteristics of women` jacket fabrics for spring and summer. 78 participants evaluated the sensibility image and preference of various fabrics. The data were analysed by factor analysis, t-test, Pearson`s productive correlation, regression, and multi dimensional scale. The results were as follows: Sensibility image factors of women` jacket fabrics were `classic` `sophisticated` `natural` `characteristic` and `practical`. Between offline and online, sensibility images showed no differences. In sensibility images, `classic`-`sophisticated`, `natural`-`practical`, and `practical`-`characteristic` images showed significant correlation. By analyzing the contribution of fabric structure on sensibility images, density affected on the `classic` image offline and online. By the results of regression analysis, thickness, density and weave affected on the tactile preference. In sensibility images, `classic`, `sophisticated` `characteristic` images were the influencing factor. `Sophisticated`, `natural`, `characteristic` and `practical` images affected on the purchase preference.