소비자 가치와 국내미유통 의류상품의 구매에 대한 소비자 태도

Consumer Values and Consumers" Attitude toward Buying Products Outside the Regular Domestic Distribution Channels

  Many Korean consumers these days buy foreign apparel brands or products that are not available in the domestic market either directly from foreign countries or through online surrogates. The purpose of this paper is to examine the relationship between consumer values and their attitude toward buying these foreign apparel products. For this purpose, data was collected from 197 men and women aged between 18 through 35, who are living in the Seoul metropolitan area. The data was analyzed using SPSS. The results indicated that Jeans are the most frequently purchased items in this manner, followed by T-shirts/blouses, shoes/sneakers, bags, and skirt/pants. Those who have purchased these foreign products were more likely to consider the design, uniqueness, and rarity of these products important. Those who expressed higher intention to buying these products considered quality, design, uniqueness, and value to the price of these products important. Consumer values had relationship with the purchase of these products: materialistic ostentation had a relationship with purchasing frequency; materialistic ostentation and individuality had a relationship with purchase intention. When the correlation between consumer values and product attribute importance were examined, materialistic ostentation had a significant positive correlation with design, value, rarity, and recognition; authoritarianism was positively correlated with tradition and recognition; individuality was positively correlated with uniqueness, but negatively with trustworthiness and recognition. Younger people had higher tendency to buy these foreign products. The results of this study have a meaningful implication to Korean apparel distributors as well as apparel producers.