Analysis of Knitwear Preferences and Purchase Behavior of University Students for Pullover Design Development Based upon Baekje Traditional Patterns as Culture Oriented Clothing Products

백제전통문양을 활용한 풀오버 패션문화상품 개발을 위한 대학생의 니트웨어 선호도와 구매행동 연구

The purpose of this study was to investigate the knitwear preferences and purchase behaviors of university students. The subjects were 493 university students in Daejeon and Chungnam Provinces. The method of this study was a survey and measurement instruments were 34 stimuli which were manipulated pullover patterns and shapes and self-administrated questionnaire with knitwear design preference items and knitwear purchase behavior items. Data were analyzed by factor analysis, frequency analysis, Cronbach'${\alpha}$, t-test, ANOVA and $Sch{\acute{e}}ffe$ test using SPSS program. The results of the study were as follows. First, university students most preferred achromatic colors, pastel tones, solid patterns, and 100% cotton. Second, as for knitwear purchase behaviors, university students considered the esthetical factor to be most important among 4 dimensions (comfortable, esthetical, economical, and conspicuous factors) as important purchase criteria, and they used internet web sites for knitwear purchases. Third, there were significant differences in preferred pullover shape depending on neckline shape, neck depth, sleeve shape and clothing length. University students preferred the classic pullover design with V neckline, normal neck depth, set-in sleeves and normal length. Fourth, university students preferred the cloud motif and riding man motif among the 9 Baekje traditional motifs and one point small pattern on the left chest and crosswise bending pattern for pattern arrangement.