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

The Korean Society of Clothing and Textiles (한국의류학회)
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A Study on Clothing Behavior and Clothing Purchasing Behavior based on Value of University Students

남녀 대학생의 가치관에 따른 의복행동 및 의복구매행동 연구

  • Park Hye Won (Dept. of Fashion Design, Osan College) ;
  • Kim Hyun (Dept. of Clothing & Textiles, Ewha Woman's University) ;
  • Lim Sook Ja (Dept. of Clothing & Textiles, Ewha Woman's University)
  • 박혜원 (오산대학 패션디자인과) ;
  • 김현 (이화여자대학교 의류직물학과) ;
  • 임숙자 (이화여자대학교 의류직물학과)
  • Published : 2005.01.01
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Abstract

This study was intended to examine factor structure of value and clothing behavior and the effects of value on clothing behavior, to investigate clothing behavior and clothing purchasing behavior of the groups segmented by the value factors and the difference of those between male group and female group and to provide useful information for establishment of marketing strategies. The subjects were 575 university students. A total of 575 questionnaires was analyzed with factor analysis, cluster analysis, ANOVA, Duncan's multiple range test, ${\chi}^2-test$, regression analysis, and correlation analysis. The results were as follows: 1. Value was composed of 2 factors: personal orientation value and social orientation value. Clothing behavior were composed of 9 factors: interest, fashion, statue symbol, individuality, psychological dependence, comfort, aesthetic sense, economical efficiency, and social approval. 2. Clothing behavior and clothing purchasing behavior were significantly different among 3 groups segmented by 2 value factors. 3. The effects of value on clothing behavior was significantly different. 4. The effects of value on clothing behavior, clothing behavior and clothing purchasing behavior between male group and female group were different.

Keywords

References

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