소비자 독특성 욕구에 따른 알파누메릭 브랜드 네임 및 패션제품 유형의 선호도 연구

Abstract

The purpose of this study is to analyze the effects of consumer's need for uniqueness, whether or not using ALPHA-NUMERIC Brand Name and types of fashion goods upon the consumer's attitude. The experimental design of this study is three-ways complex factors design of 2 (Consumer's Need for Uniqueness : High vs Law) <TEX>${\times}$</TEX> 2 (Whether or not to use ALPHA-NUMERIC Brand Name : Used brand vs Non-used brand) <TEX>${\times}$</TEX> 2 (Types of fashion goods: Rational fashion goods vs Emotional fashion goods) The conclusions are as follows. 1. The interaction effect upon a favorite level according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods upon the consumer's attitude is proven significant. For the group where customer's need for uniqueness is low, when ALPHA-NUMERIC brand name is not used, the favorableness of rational fashion good, a parka is lower than that of emotional fashion good, one-piece dress. However, there is no significant difference in favorableness by types of fashion goods when ALPHA-NUMERIC brand name is used. At the group with high need for uniqueness, while there is no significant difference in favorableness when ALPHA-NUMERIC brand name is not used, the favorableness of parka is higher than that of one-piece dress when ALPHA-NUMERIC brand name is used. 2. The interaction effects upon purchase intention according to consumer's need for uniqueness, whether or not using ALPHA-NUMERIC brand name and types of fashion goods are proven significant. For the group where customer's need for uniqueness is low, there is no significant different in the favorableness whether or not ALPHA-NUMERIC brand name is used. On the other hand, the group with high need for uniqueness, if ALPHA-NUMERIC brand name is used, the intention to purchase parka is higher than the intention to purchase one-piece dress.