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Effect of Self-Image Congruence, Clothing Preference and Reference Price on Payment Intention Price

자기 이미지 일치성과 의복 선호 및 준거 가격이 지불의도 가격에 미치는 영향

  • Received : 2015.08.17
  • Accepted : 2015.09.03
  • Published : 2016.02.29

Abstract

In this study, the notion of payment intention price was introduced and examined in relation with self-image congruence, clothing preference and two types of reference price: expected price and fair price. One hundred samples of female collegiate students participated in the group survey and responded to the instrument including variables of clothing image evaluation, clothing preference, reference price, payment intention price toward a one-piece dress as the stimulus, and ideal self-image perception. Descriptive statistics, correlations, and regressions were applied on data analysis. The results were as follow. Payment intention price was determined by clothing preference and fair price, and the explaining power of fair price was greater than clothing preference. One confirmatory path was observed that self-image congruence effects clothing preference, and then clothing preference effects payment intention price. The other confirmatory path was from expected price to fair price and fair price to payment intention price.

Keywords

Self-image congruence;Clothing preference;Expected price;Fair price;Payment intention price

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Acknowledgement

Supported by : 한국연구재단