여성 패션 가방 원단의 텍스쳐(Texture) 디자인에 따른 소비자의 구매 의사 결정에 관한 연구

Abstract

With the rapid development of modern society, the fabric of bag products is constantly updated, and the purchasing behavior of consumers is constantly changing. This study investigated the effect of the texture design of women's fashion bag fabric on consumers' purchasing decisions by applying the value-attitude-action(VAB) model to adult women aged 18 to 60 in China. According to the analysis results, when looking at consumers' preference for the fabric texture of women's fashion bags, they preferred artificial leather harmonies in homogeneous coordination types, smooth PVC and natural leather in heterogeneous coordination types, and they preferred glitter and spangle textures most in homogeneous coordination. Looking at consumers' preferences for women's bag texture types by age group, those aged 18 to 29 preferred homogeneous coordination of chuede and natural leather, heterogeneous contrast coordination of coarse and smooth natural leather, and those aged 30 to 39 preferred coarse Gretel and smooth natural leather, and those aged 40 to 49 and 50 to 59 preferred rough texture and rough natural leather. According to the analysis of the effect of the texture design of women's fashion bag fabric on consumers' purchasing decisions, it was found that all of the texture designs of women's fashion bag fabric had a significant influence on consumers' purchasing decisions. Among them, heterogeneous harmonious coordination has the greatest impact on consumer value, homogeneous harmonious coordination has the greatest impact on consumer attitudes, and homogeneous contrast coordination has the greatest impact on consumer behavior.