유명인 패션 핫 아이템 구매요인 및 소비자유형별 구매특성

Abstract

The aim of this study is to investigate the characteristics of consumer behavior on celebrity fashion hot items. For this purpose, the study surveyed male and female consumers in their 20s～30s for empirical analysis in July 2018. The study surveyed 305 male and female consumers who were selected through online convenience sampling. Data were analyzed using SPSS for Windows 19.0 and descriptive statistics, reliability analysis, factor analysis, ANOVA analysis, cluster analysis, Duncan test, and t-test. The results were as follows. First, consumers’ product interest, brand favorability, purchase intention, and recommendation intention concerning celebrity fashion hot items were averaged below 3.0. Consumers tended to show higher purchase intentions and interest in celebrity hot items as monthly spending on fashion goods increased. The consumer’s recommendation intention tended to be higher when the consumer had higher income and higher spending on fashion goods. Second, consumers’ celebrity hot items purchasing factors were celebrity factor, consumer factor, product factor, and surrounding reputation factor. Consumers in their 30s were more likely to consider celebrity factor, consumer factor, and product factor than those in their 20s. Factors that had significant influence on celebrity fashion hot items purchasing intention were celebrity factor and consumer factor. Third, consumer types that purchased celebrity fashion hot items consisted of consumers who considered image improvement, consumers who considered surrounding reputation, consumers who loved and followed celebrity, and consumers who had no interest. Among these types, consumers who loved and followed celebrity had the highest product interest, brand favorability, purchase intention and recommendation intention. This study will provide information about consumer characteristics that are applicable to fashion enterprises that utilize celebrity effect.