A Study on the Use of Information Sources and the New Generation Women's Jeans Wearing Attitude

신세대 여성의 진바지 착용태도와 정보원 활용에 관한 연구

  • 이주영 (숙명여자대학교 가정대학 의류학과) ;
  • 이선재 (숙명여자대학교 가정대학 의류학과)
  • Published : 1996.03.01

Abstract

This dissertation was aimed to analyze correlation between jeans wearing attitude and the use of information sources which influnece the new generation consumers' marketing strategies of jeans industry. Subjects were 443 new generation women living in Seoul. Data were obtained by self administered qestionaire and analyzed by SPSS package. The main findings of this research are as follows : 1. A result of factor-analysis of the new generation consumers' jeans wearing attitudes variables were typed 5 factors of practicality pursuit, fashion pursuit, sexual attraction pursuit, individuality pursuit and famous brand pursuit. 2. A result of factor-analysis of the use of information sources variables were classified 4 factors of marketer-dominted sources, neutral sources, consumer.dominated sources and personal sources. 3. In anlysis between jeans wearing attitudes and demographic characteristics, fashion pursuit, individuality pursuit and sexual attraction pursuit showed significant difference partially 4. In analysis between the use of information sources and demographic characteristics, marketer-dominated, neutral and personal sources showed significant difference partially. 5. In correlation and regression between jeans wearing attitude and the use of information sources, there were high relations partially and fashion pursuit variable of jeans wearing attitude was the most influential.

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