The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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Construct validity and criterion-related validity of consumption value in preschooler clothing

유아복 소비가치 척도에 대한 구성타당성과 기준관련 타당성 연구

  • 이주연 (성신여자대학교 의류학과) ;
  • 이영주 (성신여자대학교 의류학과)
  • Received : 2013.05.14
  • Accepted : 2013.06.17
  • Published : 2013.06.30
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Abstract

Despite the recent sharp growth in the baby product market, previous studies on preschooler clothing have centered primarily on surveys regarding body size and consumer buying behavior, with little emphasis given to consumption value in preschooler clothing. This study aimed to assess the feasibility of using standards of consumption value to examine the behavior of those who buy preschooler clothing. The research subjects were mothers of preschoolers aged 1 to 6 years. They were asked to complete a questionnaire online at major parenting blogs found on portal sites (n=346). The questionnaire contained 41 questions based on a literature review, and 25 questions having convergent and discriminant validity were analyzed. By conducting a regression analysis of standards of consumption value in preschooler clothing and their perceived value, the feasibility of the standards was assessed. The results showed that consumption value in preschooler clothing was associated with 21 questions and 8 factors. The factors measuring consumption value included vicarious satisfaction, social value, functional value, convenience, financial value, aesthetic value, uniqueness, and circumstantial value. This study is significant in that it expands the scope of research on preschooler clothing, lays the groundwork for measuring consumption value in preschooler clothing, and predicts consumer behaviors by identifying the consumption value among mothers of preschoolers.

Keywords

References

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