초록
The purpose of this study was to find out the effects of mother's parenting attitudes on children's clothing orientation and clothing purchase behaviors. The questionnaires for this study were distributed to 166 fifth and sixth graders of elementary schools and 166 their mothers in Seoul. The data were analyzed through chi-square test, factor analysis, cluster analysis, MANOVA, ANOVA, and LSD test. Responses were classified as 4 groups (Acceptance-Autonomy, Acceptance-Control, Rejection-Autonomy, and Rejection- Control groups) based on mother's parenting attitude. The four groups showed significant differences both in clothing orientation and clothing purchase behaviors. Especially, the Rejection-Control group, which is easily influenced by peer students, placed much emphasis on fashionability of clothing and showed strong complaining behaviors toward unsatisfactory clothing selected by their mothers. Study results suggest the importance of mother's parenting attitude on analysis of target market for children's wear.