대학생들의 패션명품브랜드 인식에 대한 연구

Abstract

이 연구는 대학생들의 외부환경요인과 브랜드 속성이 패션명품브랜드 인식, 관심도, 구매욕구에 어떠한 영향을 미치고, 패션명품브랜드 추천의향, 구매실태와 관계가 있는지 알아보는 것이 목적이다. 위의 연구 목적을 달성하기 위해 디자인전공 학생 153명, 그러지 않은 학생 153명, 총 306명의 표본을 대상으로 설문 조사를 하였다. 대학생들의 외부환경요인은 전공, 성별, 부모님 학력, 가정의 월평균 수입을 알아보았고, 패션명품브랜드 인식은 호감도, 신뢰감, 품질, 과시성, 자기만족, 구매의향으로 알아보았다. 먼저 외부환경요인을 살펴보면 패션명품브랜드 인식에 있어 전공별 차이가 없었고, 부모님의 학력이 높고, 가정의 월수입이 높은 여학생들이 패션명품브랜드 인식에 긍정적이었다. 패션명품브랜드 관심도는 디자인을 전공하면서 가정의 월수입이 높은 학생일수록, 어머니 학력이 고학력인 여학생이 패션명품브랜드에 대한 관심도가 높았다. 구매욕구는 전공별 차이가 없었고, 가정의 월수입이 높고, 어머니의 학력이 높은 여학생들이 구매욕구가 높은 것으로 나타났다. 그리고 패션명품브랜드 인식과 관심도, 구매욕구가 높은 학생일수록 추천의향과 구매실태가 높은 것으로 나타났다. 브랜드 속성 부분에서는 대학생들이 패션명품브랜드의 디자인과 품질, 그리고 가격에 대해 긍정적일수록 패션명품브랜드 인식에 긍정적이었고, 관심도와 구매욕구는 디자인과 가격에 긍정적일수록 높게 나타났으며, 특히 디자인이 더 큰 영향을 미쳤다. 패션명품브랜드 인식과 추천의향과 구매실태를 살펴보면 호감도와 재구매 의향이 높을수록 패션명품브랜드에 대한 추천의향과 구매실태가 높았으며, 신뢰도, 품질, 과시성, 자기만족 부분은 통계적으로 유의미한 차이를 보이지 않았다. 관심도, 구매욕구와 추천의향, 구매실태의 관계를 살펴보면, 관심도와 구매욕구가 클수록 추천의향과 구매실태가 높게 나타났다. 위의 내용들을 요약하면 대학생들의 외부환경요인 중 부모님 특히 어머니의 학력이 높고, 가정의 월평균 수입이 높은 여학생들이 패션명품브랜드 인식에 긍정적이고 관심도, 구매욕구가 높았으며, 추천의향과 구매실태도 높게 나타났다. 브랜드 속성 부분에서는 대학생들이 디자인과 품질, 가격에 긍정적일수록 패션명품브랜드 인식에 긍정적이고, 패션명품브랜드 인식의 6가지 요인들 중에서 호감도와 재구매 의도가 높을수록 추천의향과 구매실태가 높았으며, 관심도와 구매욕구가 클수록 구매실태와 추천의향이 높게 나타났다.

The purpose of this study was to examine the impact of the external environmental factors of college students and the attributes of luxury fashion brands on their awareness of the brands, interest and purchasing desire and the relationship of those variables to their recommendation intention and the state of purchase. The subjects in this study were 306 college students involving 153 design majors and 153 non-design majors, on whom a survey was conducted. The selected external environmental factors of the college students were major, gender, academic credential of parents and monthly mean family income, and their awareness of luxury fashion brands was checked in terms of liking, credibility, quality, conspicuousness, self-satisfaction and purchase intention. As for the influence of the external environmental factors, there were no differences in their awareness of designer brands according to major, and the female students whose parents were better educated and whose monthly family income was larger took a more favorable view of luxury fashion brands. Concerning interest in the brands, the design majors with a larger monthly family income and the female students whose mothers received higher education showed more interest in luxury fashion brands. There were no gaps in purchasing desire according to gender, and the female students whose monthly family income was larger and whose mothers received higher education had a stronger purchasing desire. And those who took a better view of luxury fashion brands and had a more interest and stronger purchasing desire had a more recommendation intention and purchased more luxury fashion brands. In terms of brand attributes, the college students who viewed the design, quality and price of luxury fashion brands more favorably looked at the brands in a more positive manner, and those who took a more positive view of the design and price of the brands had a greater interest and stronger purchasing desire. Regarding the relationship of the awareness of designer brands to recommendation intention and the state of purchase, those who found the brands more likable and had a stronger repurchase intention had a more recommendation intention and purchased more designer brands, and there were no statistically significant gaps in those regards according to the reliability, quality, conspicuousness and self-satisfaction factors. Concerning the relationship of interest and purchasing desire to recommendation intention and the state of purchase, a greater interest and stronger purchasing desire led to a more recommendation intention and more actual purchase. The findings of the study suggested that out of the external environmental factors, the female college students whose parents, especially mothers, received higher education and whose monthly family income was larger took a more favorable view of luxury fashion brands and had a stronger purchasing desire, and those students had a more recommendation intention and purchased more designer brands as well. In terms of the brand attributes, the college students who viewed design, quality and price more favorably looked at the brands in a more positive manner. Among the six factors of luxury fashion brand awareness, a greater liking and stronger repurchase intention were followed by a stronger recommendation intention and actual purchase of more designer brands, and a bigger interest and stronger purchasing desire led to purchase of more luxury fashion brands and stronger recommendation intention.