오가닉 의류제품에 대한 대학생 소비자의 품질평가기준과 구매의도

Abstract

Abstract This study aims to find evaluative criteria of quality on the organic clothes with college student consumers,categorize them, establish the basis of evaluation criteria, and examine the roles of each attribute according to their demographical characteristics and the association between their quality evaluation and their purchase intention. College students' evaluative criteria of quality factors of organic clothes were three factor; aesthetic symbolism, mainterance efficiency, and functionality. As a result, first this study showed significant differences from the evaluation criteria of organic clothes in sex, major and pocket money among demographical characteristics Second,this study found that college student consumers' experience of purchasing organic clothes considered aesthetic symbolism, mainterance efficiency, and functionality more important compared to non-purchase group. Third, it was found that there might be differences between future purchase intention group and non-repurchase intention groupaccording to evaluation standard of organic clothes. There was significant differences in functionality between the two groups.