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대학생의 운동화 추구혜택 세분화에 따른 구매행동
Author
조아름, 박미령
Journal Title
한국의상디자인학회지
Publication Year
2020
Topics
Summary
This study aimed to segment college students based on the benefits they seek in sneakers and analyze the purchasing behavior of each segment. A survey of 408 college students in Seoul, Gyeonggi-do, Gwangju, and Jeollanam-do province was conducted and analyzed, resulting in the identification of four consumer types (positive benefits seekers, economy/personality seekers, fashion/famous brand seekers, and an unconcerned group). Significant differences were observed in product evaluation criteria, information sources, preferred stores, and styles across these consumer types.
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