The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Determinants of Decision-Making Confidence of Clothing - Consumer Susceptibility to Interpersonal Influence, Vanity, and Clothing Product Knowledge -

의복 의사 결정 자신감의 결정변수 - 소비자 동조성, Vanity, 의복 지식 -

  • 전경숙 (한성대학교 의류패션산업) ;
  • 박혜정 (한국산업기술대학교 교양학과)
  • Received : 2010.03.16
  • Accepted : 2010.06.10
  • Published : 2010.06.30
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Abstract

The purpose of this study was to identify the determinants of decision-making confidence of clothing. As determinants, this study examined consumer susceptibility to interpersonal influence, vanity, and clothing knowledge. Data were collected through surveying university students in Seoul metropolitan area using convenience sampling method. Out of 324 distributed, 300 useful questionnaires were returned. The results showed that identical conformity among consumer susceptibility to interpersonal influence factors significantly influences, both directly and indirectly, decision making confidence through vanity. Although normative conformity does not influence decision-making confidence directly, it does significantly influence decision-making confidence indirectly through influencing vanity and clothing knowledge. The results suggest clothing is a manifestation tool for managing public self, which finally leads to increased clothing knowledge and decision-making confidence of clothing. These findings may be used by marketers in developing strategies for product development and promotion.

Keywords

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