| Abstract |
| The purpose of this study was to determine the preference and purchasing intention on necktie pattern designs according to male consumers` fashion life style. Written questionnaires were handed out to 300 male consumers of the 20-40 years old in Seoul and surroundings, who were accessed by a convenience sampling method. The questionnaires were to classify male consumer groups according to the fashion life style, to examine characteristics, needs and wants of each group. The stimuli of 8 kinds of necktie patterns in black & white, and the semantic differential scale were applied to evaluate the preference and purchasing intention on necktie pattern design. A total of 265 samples were analyzed by factor analysis, cluster analysis, ANOVA, crosstabs and x2-test through SPSS package program. Six factors in their fashion life style were extracted as follows: those were `fashion-oriented`, `traditional conservative`, `brand-flaunting`, `personality-oriented`, `practicality-oriented` and `unconcerned` life style. With these life style sub-dimensions, male consumers were segmented into five groups: these groups were `strong personal seekers`, `practical brand seekers`, `traditional personal seekers`, `active fashion seekers`, `unconcerned group`. Each of these groups of male consumers showed significant differences in the preference and purchasing intension of necktie pattern designs according to their fashion life style. |
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| Key Words |
| 넥타이 문양 디자인, 패션라이프스타일, 선호, 구매의사, 남성소비자, necktie pattern designs, fashion Life style, purchasing intention, preference, male consumer |
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