자기 이미지 일치성과 의복 선호 및 준거 가격이 지불의도 가격에 미치는 영향

Abstract

Abstract In this study, the notion of payment intention price was introduced and examined in relation with self-image congruence, clothing preference and two types of reference price: expected price and fair price. Onehundred samples of female collegiate students participated in the group survey and responded to the ins-trument including variables of clothing image evaluation, clothing preference, reference price, payment in-tention price toward a one-piece dress as the stimulus, and ideal self-image perception. Descriptive statistics,correlations, and regressions were applied on data analysis. The results were as follow. Payment intentionprice was determined by clothing preference and fair price, and the explaining power of fair price wasgreater than clothing preference. One confirmatory path was observed that self-image congruence effectsclothing preference, and then clothing preference effects payment intention price. The other confirmatorypath was from expected price to fair price and fair price to payment intention price.Key words: Self-image congruence, Clothing preference, Expected price, Fair price, Payment intentionprice; 자기 이미지 일치성, 의복 선호, 예상 가격, 공정 가격, 지불의도 가격