Shopping Orientation of Infant and Children's Wear and Wearing Role Model According to Value

개인가치에 따른 유.아동복 쇼핑성향과 유.아동의 착의역할모델

This study investigates the differences in the purchasing behavior of infant & children's wear with the features of children and consumers. This study conducted a survey on female buyers of infant & children's wear. 558 questionnaires were analyzed by using SPSS 18.0 statistic program with factor analysis, Cronbach's ${\alpha}$, cluster analysis, ANOVA, and paired t-test. The results are as follows: 1. The buyer's value was identified with 3 factors: mental achievement value, social achievement value, and pleasure value. Three types of group by values were identified: group seeking mental social achievement, group seeking social achievement, and group seeking pleasure. 2. Fashion and conformity, pleasure pursuit, and reasonable price pursuit orientations showed significant differences among the value groups. 3. A significant difference was found in the imitation of wearing role models according to sibling relationships.