의류상표태도에서의 감정적 인지적 요소

The Emotional and Cognitive Responses toward the Clothing Brands

The study a twofold purpose : (1)to investigate emotional responses toward the clothing brands, and (2)to investigate the effect of emotional and cognitive responses toward clothing brands on purchase intention. Self-administrated questionnaires were given to 300 female college students in Seoul. Six brands of female clothing were selected as stimuli for questionnaire. Factor analysis revealed three emotional responses: pleasure, activation, utilitarian. When estimated using multiple regression analysis, both cognitive and emotional responses influenced the subject's purchase intention. It was found out that the hedonic aspect had more influence on the purchase intention than the utilitarian one and activation aspect influenced on preference and purchase intention through pleasure. The results of the study suggest that both consumer's emotional and hedonic desires and their cognitional responses of attributes play an important role in the comsumer behavior.