Journal of the Korean Home Economics Association 2009;47(10):1-11.
한,중 소비자의 웨딩드레스 스타일 선호도, 정보원, 점포선택기준에 대한 비교 연구
시효명, 여은아
계명대학교 섬유패션학과, 계명대학교 패션마케팅학과
A Comparative Analysis of Wedding Dress Style Preference, Information Source, and Store Selection Criteria for Korean and Chinese Consumers
Eun-Ah Yoh, Shi, Xiaoming
Department of Fashion Marketing, Keimyung University, Department of Textiles.Fashion, Keimyung University
ABSTRACT
The purpose of this study was to explore differences in style preference, information source, and store selection behaviors of Korean and Chinese wedding dress shoppers. Data obtained from 141 Chinese and 143 Korean females were analyzed through descriptive analysis, t-test, cross-tabulation and factor analysis. Results for Chinese and Korean consumers depended on the marketer-driven information source as well as on the consumer-driven information source. Both groups considered the aesthetics of the wedding dress as the most important criterion for store selection. There were some differences between Chinese and Korean consumers in style preferences and store selection criteria. Chinese consumers liked a wider range of wedding dress styles compared to Korean consumers. Also, Chinese consumers regarded fashionability as more significant whereas Koreans considered economic benefits more importantly when selecting stores for a wedding dress.
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