MZ세대의 과시소비성향이 자기 사용과 선물 상황에서 의복평가기준에 미치는 영향

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doi:10.16885/jktc.2020.12.23.4.107

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한복문화학회
한복문화 학술저널
韓服文化第23卷第4號
2020.12 107 - 119 (13page)
DOI : 10.16885/jktc.2020.12.23.4.107

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전대근 (안동대학교)

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The purpose of this study is to classify consumers into several groups through the characteristics of the MZ generation, conspicuous consumption, and to identify their characteristics through clothing evaluative criteria. Through this study, it is expected that strategic basic data will be provided to fashion brands and online distribution channels to present clothing products and develop recommendation algorithms by analyzing how the standards for evaluating clothing are the same and different from each other between the self-use and gift situations of clothing products. A survey of 300 respondents was conducted in Daegu and nearby areas. Factor analysis, ANOVA and t-test were used in the results analysis. The results are as follows: First, four groups were derived from four factors of conspicuous consumption. Significant differences were found in the comparison of clothing evaluative criteria between groups in each situation of self-use and gift. First of all, there was no difference between groups in merchantability and practicality in self-use situations, but there was a difference in symbolism. There was no difference in merchantability in the gift situation, but there were differences between groups in practicality and symbolism. In both situations, all groups were using merchantability as the most important standard of clothing evaluation. Second, differences in clothing evaluative criteria between self-use and gift situations were found in all groups. They put more importance on merchantability and practicality in self-use situations, and symbolism such as fashion and brand in gift situations. As a result, unlike older generations, it has been confirmed the characteristics of the ostentatious and self-centered MZ generation are being embodied through the evaluation and consumption of clothing products. Merchantability, including prices, was valued more important in self-use situations than in gift situations in all groups. On the other hand, like the older generation, who values face value, they place emphasis on the symbolic clothing evaluative criteria more when they present gifts than when they use them.

#clothing evaluative criteria(의복평가기준) #clothing gift(의복 선물) #conspicuous consumption(과시소비성향) #MZ generation(MZ세대)