혼례용 패션명품 소비자의 라이프스타일과 쇼핑성향이 재구매의사에 미치는 영향

Influence of Lifestyle and Shopping Tendency of Consumers Who Prefer the Fashion Brands for Wedding on Its Intent for Re-purchase

최근 우리사회는 명품신드롬이라 불릴 만큼 명품소비가 확산되어 가고 있다. 특히 20~30대의 젊은 소비자들이 혼수용품으로 패션명품을 선호하는 추세이다. 본 연구에서는 이러한 혼례용 패션명품 소비자의 라이프스타일과 쇼핑성향을 파악하고 패션명품의 재구매의사에 미치는 영향을 경로분석을 통해 규명한 결과는 다음과 같다. 첫째, 혼례용 패션명품 소비자의 라이프스타일 집단 요인으로는 자기발전형, 가정지향형, 경제지향형, 외모지향형, 고급브랜드지향형, 사교활동형 요인으로 나타났다. 둘째, 혼례용 패션명품 소비자의 쇼핑성향 요인으로는 즐거움 추구, 과시성 추구, 개성 추구, 편의성 추구 요인으로 나타났다. 셋째, 쇼핑시 과시성과 개성을 추구하는 고급브랜드지향형 집단이 패션명품의 재구매의사에 가장 큰 영향을 미치는 것을 알 수 있었다.

Recently, our society has been expanding with its consumption of brand products as it is referred to as brand product syndrome. In particular, the trend is that young consumers in 20~30s prefer the fashion brand product for their wedding. In our study, the lifestyle and shopping tendency of consumers who prefer the fashion brands are found out, and the influence impacted on the intent of repurchase of fashion brand product are clarified through the route analysis with the following outcome. First, for the group factors in life style of the consumers who prefer fashion brand products for wedding, it is shown with the self-advancement type, home striving type, economy striving type, high class brand striving type, and social activity type. Second, as for the factor of shopping tendency of the consumers who prefer fashion brand products for wedding, it appears for the factors of pursuing for enjoyment, pursuing for show off, pursuing for individuality, and pursuing for convenience. And third, when the life style group for high class brand type of consumers goes for shopping for fashion brand for wedding, it displays the shopping tendency for pursuing for enjoyment, pursuing for show off, and pursuing for individuality, and these factors influence the most in the intent to re-purchase of fashion brand goods.