The Effects of Consumers’ Mask Selection Criteria on Mask Brand Awareness and Purchase Intention for Fashion Masks
Journal of the Korean Society of Clothing and Textiles
; 46(1):116-131, 2022.
Article
in English
| Scopus | ID: covidwho-1847602
ABSTRACT
This study used text mining to analyze big data to understand consumers’ demand for and perceptions of fashion masks. Based on the text-mining analysis results, a survey was conducted with those living in Korea to investigate the influence of consumers’ mask selection criteria on mask brand awareness and purchase intention for fashion masks. “Fashion mask” and “functional mask” were used as the keywords in a text-mining analysis, and an online survey of 242 respondents was conducted. The analysis results were as follows First, the text-mining analysis extracted commonly appearing words that had a high frequency and TF-IDF, such as “COVID-19,” “fashion,” “celebrity,” “antibacterial,” and “filter.” This confirmed that during the COVID-19 pandemic, consumers have demanded masks that are both functional and fashionable. Second, among consumers’ mask selection criteria, trend and design had positive effects on face-mask brand awareness. Third, face-mask brand awareness had a positive effect on the purchase intention for both brand and fashion masks, and the purchase intention for brand masks had a positive effect on the purchase intention for fashion masks. © 2022. The Korean Society of Clothing and Textiles. All rights reserved
Full text:
Available
Collection:
Databases of international organizations
Database:
Scopus
Type of study:
Experimental Studies
Language:
English
Journal:
Journal of the Korean Society of Clothing and Textiles
Year:
2022
Document Type:
Article
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