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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Fashion Involvement on Self-Satisfaction by Conspicuous Consumption Tendency Groups

과시소비성향집단별 패션관여가 자기만족도에 미치는 영향

  • Park, Hyun-Ju (Dept. of Fashion Design & Merchandising, Kyungsung University) ;
  • Park, Sook-Hyun (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • Received : 2012.08.13
  • Accepted : 2012.10.16
  • Published : 2012.11.30
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Abstract

This study classifies conspicuous consumption groups and the difference of fashion involvement and selfsatisfaction by each group. It also examined the effect of fashion involvement on self-satisfaction by each group. A questionnaire method was used for the study method and the subjects of the study were females in their 20s-50s. A total of 580 sets of questionnaires were distributed and 554 sets were used for the final analysis. Data were analyzed by factor analysis, t-test, ANOVA, factor analysis, cluster analysis, Cronbach's alpha coefficients, and multiple regression analysis. The results of this study were as follows: First, this study classified 4 groups of active conspicuous consumption, the group of passive conspicuous consumption, the group of syntonic conspicuous consumption and the group pursuing individuality & frugal consumption. Second, as a result of the examination of the impact of fashion involvement for each group with a propensity for conspicuous consumption on their self-satisfaction, it was found that the sex appeal of fashion involvement had no significant impact on the economic satisfaction in the group of active conspicuous consumption, and had no significant impact on all elements of self-satisfaction in the group of passive conspicuous consumption. It was also found that social symbolism had a negative impact on satisfaction with looks in the group of syntonic conspicuous consumption, and the physical complementation and directions of looks had a negative impact on satisfaction with living, the social symbolism on satisfaction with looks and the syntone on satisfaction with looks in the group of pursuing individuality & frugal consumption.

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References

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