| Abstract |
| This study investigates the buying behavior pertaining to Japanese brands according to the degree of patriotism of consumers in their 20s. A survey of 235 university students was conducted; the survey questioned the basic purchasing attitudes of consumers in their 20s regarding outerwear and underwear and then surveyed the purchasing attitudes regarding U brand’s (representative Japanese brand) outerwear and underwear. To detect the correlation between patriotism and U brand purchases, this study asked questions about patriotism and investigated basic personal information. The research results were as follows. First, there was a significant difference in consumer’s purchasing attitude toward outerwear and underwear. When of consumers who are in their 20s purchase outerwear, its design was the most important factor, whereas when purchasing underwear, functionality was the most crucial factor. Second, it was confirmed that consumer’s attitudes toward U brand’s outerwear and underwear differed. Although the evaluation of U brand’s outerwear design was not positive, the consumer tended to be satisfied with the price. U brand’s score concerning the functionality of underwear products received a slightly positive response. Third, a total of 235 respondents were divided into a high- and low-patriotism-group based on questions about patriotism. There were significant differences in their attitudes toward clothing and consumer’s purchasing behavior at U brand. Highly patriotic consumers thought negatively about U brand outerwear products in terms of price and product quality than low patriotic consumers; however, there was no significant difference only regarding design evaluation. For underwear products, low patriotic consumers were more positive about the price, design, and functionality of U brand products than high patriotic consumers. |
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| Key Words |
| Patriotism, Japanese Brand, Purchasing Properties, Outerwear, Underwear, 애국심, 일본 브랜드, 구매 특성, 겉옷, 속옷 |
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