중국 청소년의 의복 동조성과 한국 연예인에 대한 관심이 한국 패션제품에 대한 평가와 구매의도에 미치는 영향

Abstract

The purpose of this study was to verify that clothing conformity is a psychological variable that explains the consumption behaviors of adolescent Chinese consumers, who are rapidly emerging as a new consumer group in the fashion market. Their interest in Korean entertainers as a result the influence of the Korean Wave has had a positive effect of their evaluation and purchase intention towards Korean fashion products as like K-fashion. Data analysis was conducted with 282 female Chinese students attending secondary school in Shanghai. The empirical results are as follows: First, the students were actively using marketer-led information sources and consumer-led information sources, and they were especially sensitive to online word of mouth by internet advertisement, fashion blogs, and SNS. Second, they used internet shopping sites as both information channels and purchase channels. Third, three factors were extracted as a result of the factors analysis on clothing conformity: informational conformity, style conformity, and social conformity. Fourth, the students