소비자의 합리성추구, 유행추구, 과시추구성향이 국산 및 수입유명상표추구행동에 미치는 영향 구조분석

This study investigated the differences on consumer’s rational behavior, trend-oriented behavior, showing off behavior, famous domestic and imported brand-oriented behavior. Also, this study investigated the effects of purchase behavior style on famous domestic and imported brand- oriented behavior by covariance structure analysis. The major results of this study were below. First, teenager, consumer who have a lot of clothes prepared, have allowance over 1,500 thousands won, have household income over 2,000 thousands won showed high level on famous domestic and imported brand-oriented behavior. Also, married, teenager, consumer who have a lot of clothes prepared over 1,000 thousands won, have high allowance, have household income over 5,000 thousands showed high level on famous imported brand-oriented behavior. Second, as the result of covariance structure analysis, consumer’s rational behavior influenced on showing off behavior negatively, but on famous domestic brand-oriented behavior influenced positively. On the other hand, showing off behavior did not influence on the famous domestic brand-oriented behavior, but trend-oriented behavior influenced negatively on domestic brand- oriented behavior. Third, as the result of covariance structure analysis, consumer’s rational behavior significantly influenced negatively on trend-oriented behavior and showing off behavior. But differently with previous analysis regarding domestic brand-oriented behavior, rational behavior did not influence on the imported brand-oriented behavior. Meanwhile, consumer who have trend-oriented behavior and showing off behavior showed high level on imported brand-oriented behavior.