| Abstract |
| The purpose of this study was 1) to classify adult consumers into three groups according to their sensational seeking tendency 2)to identify the differences of the purchasing behavior of natural dyed products among the classified groups. 283 adults in Seoul participated in the survey. The data were analyzed using factor analysis, cluster analysis, χ2-test, one-way ANOVA. Three dimensions of sensational seeking tendency were identified by factor analysis. Based on these dimensions, adult consumers were classified into three clusters; high sensation seekers and change seekers showed the highest scores in fashion and aesthetic of clothing benefits. High sensation seekers appeared to have the highest scores in buying experience of natural dyed products among the groups. color is the reason of buying the natural dyed products. Saenghwal hanbok is the most frequently bought items usually as holiday gifts for family and friends. Indigo blue and geometric pattern were most preferred. The findings of this study demonstrate that consumers with different sensational seeking tendency have different buying patterns on natural dyed products. Marketing implications were being discussed. |
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| Key Words |
| 천연 염색제품, 감각추구성향, 의복추구혜택, 소비행동, natural-dyed products, sensational seeking tendency, clothing benefits, purchasing behavior |
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