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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Expected Values of Appearance Management of 20s-30s and 40s-50s Male Consumers on their Men's Suit Buying Behaviors

2030대와 4050대 남성소비자들의 외모관리 기대가치가 남성정장 구매행동에 미치는 영향

  • Jung, Hye-Jung (The Research Institute of Human Ecology, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing & Textiles, Seoul National University/The Research Institute of Human Ecology, Seoul National University)
  • 정혜정 (서울대학교 생활과학연구소) ;
  • 이유리 (서울대학교 의류학과/서울대학교 생활과학연구소)
  • Received : 2010.04.02
  • Accepted : 2011.01.11
  • Published : 2011.02.28
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Abstract

This study compares the expected values of appearance management for the suit buying behavior of men in two age groups: (20s-30s and 40s-50s) to investigate the effect of male consumers' expected values in regards to appearance management on the purchase behavior of men's suits between two generations. A survey was carried out with male consumers between the ages of 20 and 50; a total of 135 responses were analyzed by descriptive analysis, factor analysis, a reliability test, an independent samples t-test, MANOVA, ANOVA, and regression analysis. The results of this study were as follows: 1) From a result of the factor analysis on male consumers' expected value of appearance management and the information sources and purchase evaluative criteria for buying men's suits, each of three variance assessments clearly showed factorial structures. 2) There were significant differences between those in their 20s-30s and those in their 40s-50s in terms of male consumers' expected values of appearance management, their information sources, and their purchase evaluative criteria when buying men's suits. 3) As a result of looking at the differences in the effects of expected values of appearance management on men's suit buying behavior according to age (generation), the younger generation in this study showed that men's suit purchasing tendency was affected by the managing appearance factor for internal reasons such as enjoyment and self-satisfaction. On the other hand, the assessment of the older generation revealed that appearance management for external reasons such as showing social power, good human relationships, and conformity influenced their suit purchase behaviors.

Keywords

References

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