패스트패션 콜래보레이션 제품 선호도와 구매의도에 영향을 미치는 요인에 관한 연구

Abstract

A Study on the Factors Which Have Effects on Product Preferences and Purchase Intentions of Fast Fashion Collaborations

Min Ji Jeon

Interdisciplinary Program of Fashion Design, The Graduate School, Pukyong National University

Abstract The purpose of this study was to investigate factors influencing the product preference and purchase intention of fast fashion collaborations among male and female consumers in their twenties that were the main consumer groups of fast fashion brand products. The study was conducted in two stages: First, the study examined the effects of consumers' need for uniqueness, which is a personal characteristic to express one's uniqueness, on the product choice criteria of fast fashion collaborations and those of the product choice criteria of fast fashion collaborations and consumers' need for uniqueness on product preference. Second, the study also delved into the influences of product characteristics of fast fashion collaborations on product preference and purchase intention and those of collaboration product characteristics on product preference and purchase intention with consumers' need for uniqueness and consumer knowledge as moderating variables. The collected data were put to frequency analysis, factor analysis, reliability analysis, cluster analysis, t-test, and regression analysis with the SPSS 17.0 statistical program. The results of this study were as follows: First, consumers' need for uniqueness was categorized into three factors of creative choice, avoidance of similarity, and unpopular choice. Product choice criteria were also categorized into three factors of external, internal, and aesthetic criteria. The study looked into the effects of consumers' need for uniqueness on collaboration product choice criteria and found that it had positive effects only on external and aesthetic criteria. Of consumers' need for uniqueness, creative choice had the most positive effects on external criteria, being followed by avoidance of similarity. Of consumers' need for uniqueness, only creative choice had positive impacts on aesthetic criteria. As for the influences of collaboration product choice criteria on product preference, only external criteria had positive influences on product preference with internal and aesthetic criteria having no statistically significant impacts on it. As for the influences of consumers' need for uniqueness on product preference, unpopular choice had the most positive impacts on product preference, being followed by creative choice and avoidance of similarity in the order. Second, product characteristics of fast fashion collaborations were classified into four factors of creativity, fashionability, reliability, and scarcity. As for the effects of product characteristics of fast fashion collaboration on product preference and purchase intention, fashionability had the greatest positive effects on product preference, being followed by reliability. Fashionability also had the greatest positive effects on purchase intention, being followed by originality and reliability in the order. In addition, product preference had positive impacts on purchase intention. As for the impacts of collaboration product characteristics on product preference and purchase intention according to the degree of consumers' need for uniqueness, fashionability and originality had the biggest positive impacts on product preference in the order in the group of high consumers' need for uniqueness. Fashionability and reliability had the biggest positive impacts on product preference in the order in the group of low consumers' need for uniqueness. Fashionability, scarcity, and originality had the most positive impacts on purchase intention in the group of high consumers' need for uniqueness. Fashionability and reliability had the most positive impacts on purchase intention in the order in the group of low consumers' need for uniqueness. As for the influences of collaboration product characteristics on product preference and purchase intention according to the degree of consumer knowledge, only fashionability of the collaboration product characteristics had positive influences on product preference in the group of high consumer knowledge. Fashionability, reliability, and originality had the most positive influences on product preference in the order in the group of low consumer knowledge. Only fashionability of the collaboration product characteristics had positive influences on purchase intention in the group of high consumer knowledge, whereas fashionability and originality had the most positive influences on it in the order in the group of low consumer knowledge.