價格과 原産地가 衣類商品評價에 미치는 影響

Abstract

영문초록 포함|This thesis is to study about the effect of price and the country - of - origin on the Evaluation of Apparel Products. The subjects were the male and the female consumers aged between 20s and 30s (total 660). The study included the review of published article chosen and survey of apparel product. The actual example of 'Polo-style knit shirt' were as stimuli. The price and country-of-origin were exposed to the respondents. The levels of price were 14,000won for low, 39,000won for moderate and 64,000won for high level. The Labels of country-of-origin were "Made in Italy" for developed country, "Made in China" for underdeveloped and "Made in Korea". The data were analyzed through the SPSS (reliability test, frequency test, t-test, F-test, and ANOVA). The results analyzed from the data are as follows: 1. Recognition tendency of the consumers on the country-of-origin of Apparel Products. 1) They regarded the intrinsic cues of clothing such as color, design, quality and comfort more important than the extrinsic cues of clothing such as price, a brand name, a store, and manufacturing country. 'Among these information cues', the country of origin was regarded as not important one. 2) The country-of-origin of the apparel could be used as a proxy indicator of quality evaluation. The amounts of interest on country-of-origin were different according to consumer characteristics. The older were the subjects, the more they were interested in the country-of-origin of the apparel and the greater they thought that the quality of the apparel could be different by the country-of-origin. On the other hand, university students were not interested in the country-of-origin and casually thought that the quality of the apparel might be different by the country-of-origin compare to other groups. However, the respondents who purchased shirts at the department stores were more interested in the country-of-origin and thought more seriously that the quality of the apparel might be different by the country-of-origin. The higher price of shirts the respondents purchased, the more they were interested in the country-of-origin and the greater they thought that the quality of the apparel might be different by the country-of-origin. The respondents whose income was between 1.51 and 2 million won per month were less interested in the country-of-origin and the less important they thought that the quality of the apparel might be different by the country-of-origin. The thoughtful respondents were more interested in the country-of-origin and thought greater that the quality of the apparel might be different by the country-of-origin than the thoughtless respondents. 2. The attitude of consumers over price and the country-of-origin of apparel products. 1) the survey found that there was no interaction between price and the country-of-origin in perceived quality, perceived value and the purchase intention. Therefore it could be presumed that price and the country-of-origin don't effect each other. 2) The survey found that price didn't effect on the perceived quality but had significant effect on perceived value and purchase intention. The lower the price, the higher perceived value and the purchase intention were showed. 3) The survey found that the country-of-origin effected on the products. The made in Italy and Korea fashion were perceived as better quality and value than those made in China. 3. The effect of the country-of-origin by the characteristics of consumers. The survey found that the effect of the country-of-origin could be different by sex, age, education, occupation, stores where they purchase shirts, purchasing price and monthly income. It was also confirmed that the effect of origin could have differences by Fashion-conscious type/non-Fashion conscious type, Brand loyal type/non-Brand loyal type, Confident type/non-Confident type and Quality-concious type/non-Quality concious type.