Journal of the Korean Home Economics Association 2000;38(12):101-110.
유행선도력에 따른 향수 구매행동에 관한 연구
류은정, 김경화, 이경화
가톨릭대학교, 우석대학교, 카톨릭대학교
A study on the Perfume Purchasing Behaviors and Fashion Leadership
류은정, 김경화, 이경화
ABSTRACT
The purpose of this study were to investigate the influences of fashion leadership on consumers'evaluation of domestic and imported perfume product, and perfume purchasing behaviors and to find out the demographics and consumer value on fashion leadership. The data were collected from 369 female college students using questionnaire. The results were as follows: First, there were significant differences on consumers'evaluation of domestic and imported perfume product between the groups on fashion leadership. The higher the fashion leadership, the much positive consumers'evaluation of imported perfume product. Second, Fashion leaders'the frequency of perfume usage and the pieces of perfume product were higher than fashion followers. The most important perfume attribute of all groups was scent, and fashion leader took the much significant view of brand name than fashion followers. Third, Fashion leaders'economical level and pleasure oriented value was higher than fashion followers.
PDF Links
Full text via DOI 
Download Citation 
Supplement 
