Abstract
In a pandemic situation, masks have proven to us globally the diverse cultural values of life protection and fashion items. The purpose of this study was to understand the effect of purchase preference factors on satisfaction according to the style interest of masks during the pandemic. As a research method, SPSS25.0 statistical program was used for 373 adult men and women. As a result of the study, as the interest in style increased, the preference for color, design, brand, advertising media, and quality, excluding price, increased. In addition, it was confirmed that satisfaction also increased as the perception of each factor of overall purchase preference increased. This suggests that the attitude of changing perception of mask fashion is positive according to the new change in the mask consumption market. In the future, research on mask development focusing on sustainability reflecting consumer needs is needed, and this study is expected to be an important basic data for follow-up research.
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