Clothing Shopping Orientations and Utilizations of Information Sources according to Values of Male Consumers Aged between the 20's and the 30's

20-30대 남성소비자의 가치의식에 따른 의류쇼핑성향과 정보원활용

The purposes of this study were to research the clothing shopping orientations and the utilizations of information sources according to values of male consumer aged between the 20's and the 30's. The data were analyzed by factor analysis, one-way ANOVA, Duncan's multiple range test, x2- test, Pearson's correlation. The results of the study were as follows: 1. Male consumer's values were classified into 2 factors, and consisted of three groups. 2. There were significant differences among groups according to demographics variables. 3. Clothing shopping orientations were classified into 6 factors and information sources were classified into 3 factors. 4. There were relationships between male consumer's values, clothing shopping orientation, and utilization of information sources.