대중음악; 음악애호가; 의복쇼핑성향; 의복행동; popular music; music enthusiast; clothing shopping orientation; clothing behavior
한국생활과학회지, v.24, no.1, pp.79 - 96
The purpose of this research was to analyze the clothing behavioral attributes of male music enthusiasts. A questionnaire was developed based on previous researches. Respondents were men who were concerned with music in terms of a job, a major or a hobby. A total of 200 responses were analyzed by SPSS 20.0 through factor analysis with Varimax rotation, ANOVA with post-hoc test(SNK-test) and χ²-test. Music preference was classified into 3 factors: New age/jazz, Hiphop/dance, and Metal rock/ballad factor. 5 Clothing shopping orientation factors were extruded: hedonic, planned, convenience, brand pursued, and fashion pursued shopping orientation. Using those factor scores, 3 groups were classified: Group1(G1), preferring Hiphop/dance music with lower hedonic and brand/fashion pursued shopping orientation; G2, preferring Hiphop/dance music with no interest in clothing shopping and fashion; G3, preferring New age music with high convenience and brand pursued shopping orientation. In addition, there were significant differences among groups in clothing behavior such as social ostentation, individuality, self-expression, fashionability, conformity; in purchase motivation such as hedonic and trend/designer oriented purchase motivation; in information source like advertisement/media source; and in store choice criteria such as store light/music and popularity. The findings showed even the enthusiasts for the same music showed the different sopping orientation and different clothing behavior. Thus, interest/involvement in clothing could be helpful to subdivide the music enthusiasts as the target market. In addition, personal values and tastes can be also helpful in that groups having similar clothing shopping orientation can be classified by the personal taste like music preference.