패션제품 소비자의 독특성욕구가 구매 후 상표, 점포 및 가격전환의도에 미치는 영향

The purpose of this study was to investigate the effect of fashion consumer's need for uniqueness on brand, store and price switch intention. The subjects for this study were 332 cases and survey method are used. The data were analyzed by factor analysis, reliability analysis, t-test, ANOVA, Ducan test and regression analysis using SPSS statistical program. The results were as follows. First, the four dimensions(creation of unique image, differentiation, similarity avoidance, unpopular choice) were extracted on consumer's need for uniqueness. Consumer's need for uniqueness had a partly difference by gender Second, store switching intention, brand switching intention and price switching intention were extracted on switching intention. Need for creation of unique image had a positive significant influence on store switching intention, price switching intention. Need for unpopular choice had a positive significant influence on price switching intention. Third, the group who expend over 200,000 won purchasing fashion product per month was the highest in four kind of need for uniqueness. The low expense for clothing purchasing per month was high in price switching intention. This results concluded that the need for uniqueness is a very important variable to understand fashion consumer’s behavior.