남녀 대학생의 유행선도력에 따른 액세서리에 대한 인식과 구매행동

Abstract

This study examined the rapidly-changing diverse needs of college students to provide basic data to reflect these needs to accessories production and marketing with a goal of promoting college students’ purchase of accessories. For this, a questionnaire survey was conducted among college students in Busan in May 2018, and a total of 237 copies (men: 118, women: 119) were used for the final analysis. The results found the following. First, fashion leadership was divided into fashion opinion leadership, fashion innovation, and fashion information search. The perception of accessories was classified into interest in accessories and use of accessories. Second, depending on the fashion leadership, the following types were observed: Not fashion conscious; fashion dual leader who plays two roles (fashion innovator, fashion opinion leader); and fashion follower who stays in the middle among fashion opinion leadership, fashion innovation and fashion information search. Third, the perception of accessories revealed a significant difference by fashion leadership. In other words, fashion leadership has an influence even on the perception of accessories. Fourth, depending on the fashion leadership, a significant difference was observed in the following: Place of purchase, purchase frequency, frequency of accessorizing, most frequently purchased accessories, most frequently worn accessories, the most important factor in purchasing accessories, preferred earring type, and length of necklace. Fashion leadership had an effect on the accessory purchase behavior. Therefore, consumer segmentation by fashion leadership will be needed to develop an efficient accessory marketing strategy.