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마스크 선택기준이 브랜드 인지와 패션 마스크 구매의도에 미치는 영향

한국의류학회지, 2022, 46(1), , pp.116-131

ISSN: 1225-1151 ;EISSN: 2234-0793 ;DOI: 10.5850/JKSCT.2022.46.1.116

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  • Title:
    마스크 선택기준이 브랜드 인지와 패션 마스크 구매의도에 미치는 영향
  • Author: 김민수 ; Min Su Kim ; 이하경 ; Ha Kyung Lee ; 김한나 ; Hanna Kim
  • Subjects: Brand awareness ; Fashion mask ; Functional mask ; Mask selection criteria ; Purchase intention of fashion mask ; 기능성 마스크 ; 마스크 선택기준 ; 브랜드 인지 ; 생활과학 ; 패션 마스크 ; 패션 마스크 구매의도
  • Is Part Of: 한국의류학회지, 2022, 46(1), , pp.116-131
  • Description: This study used text mining to analyze big data to understand consumers' demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers' mask selection criteria on mask brand awareness and purchase intention for fashion masks. “Fashion mask” and “functional mask” were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows: First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as “COVID-19,” “fashion,” “celebrity,” “antibacterial,” and “filter.” This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers' mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks.
  • Publisher: 한국의류학회
  • Language: Korean
  • Identifier: ISSN: 1225-1151
    EISSN: 2234-0793
    DOI: 10.5850/JKSCT.2022.46.1.116
  • Source: Freely Accessible Arts & Humanities Journals
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