Abstract
Abstract This study investigates the effects of fashion innovativeness and utilization on the price perception of for-mal wear and climbing wear as well as gender differences on price perception and the relationship of thevariables. Price perception measurements were based on reference price and reservation price; subsequently, apremium price ratio was calculated based on the measured prices. A survey that involved male and femaleadult consumers was conducted in Daegu in August 2011. A total of 321 responses were analyzed usingdescriptive statistics, factor analysis, reliability analysis, correlations and independent sample t-test. Twofactors of fashion innovativeness were derived and named as unique-oriented innovativeness and change-oriented innovativeness. The utilization of formal wear and climbing wear was higher in the male groupversus the female group. Reference price and reservation price were identified similar to the actual consumerpurchasing prices reported in previous studies. Male consumers showed a tendency in price perception inaccordance with the utilization. The change-oriented innovativeness of the female group led to a positiverelationship with the perceived price of climbing jackets.Key words: Gender difference in price perception, Fashion innovativeness, Fashion utilization, Formal wear,Climbing wear; 성별에 따른 가격 지각 차이, 유행 혁신성, 품목별 활용도, 정장, 등산복
Sign-in/Register to access full text options 
Free) 
Talk to us
Join us for a 30 min session where you can share your feedback and ask us any queries you have
Schedule a call
