Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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The Consumers Motive of Variety Seeking and Variety Seeking Behavior in Clothing Products -In relation to Fashion Interests and Clothing Purchase Behavior among Consumer Groups-

의류제품에 대한 소비자의 다양성추구 동기와 행동;소비자 유형별 유행관심, 의복구매행동과 관련하여

  • 김순아 (충남대학교 생활과학대학 의류학과) ;
  • 이영선 (충남대학교 생활과학대학 의류학과)
  • Published : 2001.07.01
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Abstract

The purpose of this study was 1) to find out the dimensions of consumers motive of variety seeking and variety seeking behavior toward clothing products, 2) to examine the relationship between above variables, and 3) to classify consumer group according to their motive and behavior of variety seeking, and to compare the groups characteristics in terms of the fashion interests and clothing purchase behavior. The data were obtained from 913 female university students, career women, and housewives using questionnaire. Consumers appeared to have the motive of variety seeking in clothing products, and the motive was composed of four factors. Consumers would show variety seeking behavior in clothing products. And the behavior was composed of three factors. Positive relationship existed between the motive and the behavior of variety seeking, while, the 4 factors of variety motive influenced differently on the different factors of variety seeking behavior. Subjects were classified into four groups according to their motive of variety seeking and variety seeking behavior. A significant differences were found among the 4 groups in fashion interests as well as quantity of purchase, frequency of purchase to clothing products.

Keywords

References

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