earticle

영어

Consumers are increasingly preferring global brands with a transcending global image to domestic brands. Much of the extant literature shows that global brands are powerful symbols, and consumers use these symbols as representation such as prestige, social acceptance, and modernity. Many large multinational corporations are penetrating the domestic market and executing their marketing strategies to create an international consumer products. Especially, global fast fashion brands have been increasing abroad through standardization strategies of the concept of fast fashion. These global fashion brand make expansion into international markets and create competitive advantage with the global brand strategy. The purpose of this study was to explore how susceptibility to global consumer culture effect consumer's attitude toward global fast fashion brand on consumers who are the main purchasing class of global fast fashion brand product. Understanding information related to the effect of respective antecedents forming brand attitude on purchase intention may help domestic fast fashion brands coming into competition whit global ones better understand contributing making factors. It may also help to foster the domestic fast fashion brand development and to establish effective countermeasure strategy. Questionnaires were used and the sample extracted by the convenience sampling method was composed of 327 male and female, aged 20-50. The date was analyzed with SPSS 18.0 for exploratory analysis and regression analysis. The result is as follows. First, the results showed that susceptibility to global consumer culture (conformity to consumption trend, quality perception, social prestige) has a significant effect on consumers' global fast fashion brand attitude. Second, the conclusion showed that susceptibility to global consumer culture (conformity to consumption trend, quality perception, social prestige) has a significant effect on consumers' purchase intention of global fast fashion brand product. Third, global fast fashion brand attitude have a positive influence on the purchase intention of global fast fashion brand product. Therefore, it can be showed that consumers' tendency preferring global brands as well as active attitude accepting global culture are considered to play an important role in brand positioning. Accordingly, global fast fashion brands need to focus not only on the product promotion but on the strategy marketing consumer culture that consumers can be feel through the brand. Especially, domestic fast fashion brands are advised to develop a strategy for overcoming consumers' preference for global brands. It is also required for domestic fast fashion brands to establish and develop a strategy impressing consumers that their brand belongs to global brands by pushing ahead with overseas expansion on a continual basis.

한국어

본 연구는 패션 시장의 글로벌 브랜드 확대의 중요한 요소가 될 것으로 판단되는 글로벌 소비자 문화 수용성이 글로벌 패스트패션 브랜드 태도 및 구매의도에 어떠한 영향을 미치는 지를 살펴보고자 하였다. 이를 검증하기 위해 본 연구는 한국의 20-50세 남, 여 327명을 대상으로 설문조사를 하였으며, 수집된 자료는 SPSS ver 18.0과 AMOS ver 7.0의 통계프로그램을 이용하여 변수들 간의 관계를 분석하였다. 실증분석 결과 글로벌 소비자 문화 수용성(소비 트렌드 동조, 지각된 품질, 사회적 명성)은 글로벌 패스트패션 브랜드 태도 및 구매의도 모두에 긍정적인 영향을 미치는 것으로 나타났다. 또한 글로벌 패스트패션 브랜드 태도는 구매의도에 긍정적인 영향을 미치는 것으로 확인되었다. 이상의 연구결과에 따라 소비자들의 글로벌 문화에 대한 적극적인 수용 태도와 글로벌 브랜드 선호 성향이 기업의 브랜드 포지셔닝 전략에 매우 중요한 역할을 한다는 것을 알 수 있었다. 따라서 본 연구는 글로벌 패스트패션 기업들이 제품 자체의 홍보 외에 자사 제품이 글로벌 문화를 담고 있다는 점을 부각시키면서, 소비자들이 자사 제품 소비를 통해 느낄 수 있는 글로벌 소비문화를 개발하고, 홍보하는 전략이 필요하다는 시사점을 제시할 수 있다.