| Abstract |
| This study investigates the difference of selective behavior according to women`s lifestyle when they choose the wedding dress. Respondents are limited to women aged 21 to 39. Four hundred twenty five samples were used for the final analysis. Descriptive statistics, Cronbach`s alpha, factor analysis, cluster analysis, ANOVA, paired t-test, and crosstabulation were conducted. The results are as follows.
Lifestyle was extracted as four factors: tend pursuit, society pursuit, ostentation pursuit, and conformity pursuit. Consumers were classified into three groups, the group of trend/society orientation(n=135), the group of tend/ostentation orientation(n=132), and the group of conformity orientation(n=158), through factor analysis and k-means cluster analysis. The type of lifestyle had a significant influence on selection criteria, preference image, wear method, acceptable price, and preference shopping place of the wedding dress. Therefore, the wedding industry should put more focus on establishing segmentalized marketing strategies in light of women`s lifestyle. |
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| Key Words |
| 라이프스타일, 웨딩드레스, 선택기준, 추구이미지, 선택행동, Lifestyle, Wedding dress, Selection criteria, Preference image, Selective behavior |
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