남성 편집매장 소비자의 의복구매동기에 대한 탐색적 연구

Abstract

This study identified the internal motives for the purchase behavior of Korean male consumers in multibrandfashion stores by conducting in-depth interviews with 8 men in their 20s and 30s. All respondents hadsignificant experience with this type of store. Data were analyzed in an inductive way and compared withBohemianism to interpret and described the results as a recent phenomenon of men's fashion. The five internalmotives were extracted from analysis: the pursuit of freedom of expression, the counter-cultural resistanceto department stores and domestic fashion brands, which tend to copy designs from international brands,the pursuit of mobility and adventure for trying to search and wear a new fashion style, the pursuit of pleasurethrough store experience, and the pursuit of artistic value by considering goods purchased in multibrandfashion stores as artistic and cultural goods.