The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Consumers' ambivalent attitudes toward various aspects of clothing shopping on compulsive buying tendencies

의복소비에 있어서의 양면적 태도와 강박구매

  • Received : 2013.02.07
  • Accepted : 2013.08.26
  • Published : 2013.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

Retailers deploy new shopping value-additions to induce customers to shop more, thus driving compulsive buying tendencies, which lead to increased profits for them. Customers display their ambivalence in purchasing a product either through instantaneous consumption, such as when following the latest fashion trends, or methodical decision making. The aim of this study is to investigate the influence of consumers' ambivalent attitudes toward various aspects (brand, store, price, trends, and product types) of clothing shopping on compulsive behavior tendencies. Compulsive buying tendencies were analyzed in terms of the shopping value group and demographic characteristics. For the empirical research, a questionnaire was used. Data from male and female clothing shoppers were analyzed. Consumers were segmented into ambivalent consumption group, emotional value consumption group, rationality consumption group, and indifference consumption group. Results indicate that ambivalent consumption groups showed significantly higher levels of compulsive behavior tendencies in terms of brand, store, price, trends, and product types than other groups. Females showed more compulsive buying tendencies than males. Single people showed more compulsive buying tendencies than married.

Keywords

References

  1. Aaker, J. L., & Williams, P.(1998). Empathy versus pride: The influence of emotional appeals across cultures. Journal of Consumer Research, 25(3), 241-261. doi: 10.1086/209537
  2. Albertson, B., John, B., & Michael, A.(2004). Ambivalence as experienced conflict, political psychology workshop. Chicago: The University of Chicago Press.
  3. Black, D. W.(1996). Compulsive buying: A review. Journal of Clinical Psychiatry, 57(8), 50-55.
  4. Chung, H. S.(1999). Store patronage mix by fashion product type and competitive structure analysis among fashion stores by consumer's patronage mix behavior. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  5. Davis, F.(1992). Fashion, culture, and identity. Chicago: The University of Chicago Press.
  6. Faber, R. J.(1992). Money changes everything: Compulsive buying from a biopsychosocial perspective. American Behavioral Scientist, 35(6), 809-819. doi: 10.1177/0002764292035006015
  7. Ha, S. J.(2003). Consumer segmentation of fashion luxury and ambivalent consumption behavior. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  8. Holbrook, M. B., & Batra, R.(1987). Assessing the role of emotions as mediators of consumer responses to advertising. Journal of Consumer Research, 14(3), 404-420. doi: 10.1086/209123
  9. Huh, E. J., & Seo, J. H.(2004). Consumer value and compulsive buying's their related factors and relationship: College students from Seoul and Ulsan in Korea and Nagasaki in Japan. Journal of Korean Home Management Association, 22(6), 75-87.
  10. Jun, J. H., & Rhee, Y. S.(2010). The relationship of ambivalent clothing consuming behavior, value and value-conscious consumption. Journal of the Korean Society of Clothing and Textiles, 34(9), 1491-1503. https://doi.org/10.5850/JKSCT.2010.34.9.1491
  11. Kang, L. J.(2004). A study on the compulsive buying tendency of 20-30 age group and its related factors. Journal of Consumer Studies, 15(4), 1-16.
  12. Kim, E. Y., & Hwang, J. S.(2012). The effect of ambivalent shopping value on online word-ofmouth and purchase behavior of fashion products. Journal of Korea Society of Design Forum, 37, 299-314.
  13. Kim, H. S.(2008) Lifestyle and clothing consumption value between groups depending upon ambivalent consumption. Unpublished master's thesis, Graduate School of Design, Konkuk University, Seoul, Korea.
  14. Kim, J.(2007). Development and validation of the addictive buying scale. Unpublished masters thesis, Graduate School of Chungbuk National University.
  15. Kim, J. H., & Rhee, E. Y.(2007). A study on ambivalent consumption in the purchase behavior of apparel products. Journal of the Korean Society of Costume, 57(2), 172-189.
  16. Kim, S. J., & Hyun, M. H.(2005). The relationships between compulsive buying, impulsivity, daily hassles and stress coping strategies. The Korean Journal of Woman Psychology, 10(1), 1-16.
  17. Kim, S. Y.(1994). Clothing shopping orientations and store patronage behavior of consumers. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  18. Lee, B. M.(2006). Qualitative study on consumer ambivalence. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  19. Lee, J. W., & Kim, M. Y.(2010). A study on ambivalent consumption of cosmetics. The Journal of the Korean Society of Costumes, 60(8), 118-131.
  20. Lee, S. H., & Shin, C. Y.(2004). Psychological factors affecting compulsive buying behavior on fashion products. Journal of the Korean Society of Clothing and Textiles, 28(5), 658-667.
  21. Moon, H. K., & Choo, H. J.(2008). The effects of clothing consumption values on ambivalent clothing consuming behavior. Journal of the Korean Society of Costume, 58(2), 1-14.
  22. Park, E. H.(2009). A study on the ambivalence of fashion product consumers. Unpublished doctoral dissertation, Kyungpook National University, Daegu, Korea.
  23. Park, E. H.(2012). The effects of sociocultural attitude toward appearance and pursuit of clothing benefits on ambivalent consumption of fashion product. Journal of Fashion Business, 16(1), 137-149.
  24. Roberts, J. A.(1998). Compulsive buying among college students: An investigation of its antecedents, consequences, and implications for public policy. Journal of Consumer Affairs, 32(2), 295-319. doi: 10.1111/j.1745-6606.1998.tb00411.x
  25. Seo, J. H.(2004). Middle, high and college students' shopping value type and compulsive buying: In Seoul and Ulsan metropolitan cities. Journal of Consumer Studies, 15(2), 1-17.
  26. Shin, S. H.(2004). A study on the difference of ambivalence between groups depending upon consumers' innovative adoption: Focusing on new products of non-durable goods. Unpublished master's thesis, Seoul National University, Seoul, Korea.
  27. Shin, J. H.(2000). A study on store patronage mix behavior according to fashion product types and situations. Unpublished master's thesis, Hanyang University, Seoul, Korea.
  28. Sung, H. W.(2008). Effects of price perception and store attributes on fashion-related store choice behavior: Focused on department store, discount store, and internet shopping mall. Journal of the Korean Society of Clothing and Textiles, 32(8), 1274-1285. https://doi.org/10.5850/JKSCT.2008.32.8.1274

Cited by

  1. 패션 명품 확장 브랜드의 코스메틱에 대한 MZ세대의 양면적 소비 의도에 미치는 영향 변인에 관한 연구 vol.21, pp.3, 2013, https://doi.org/10.5392/jkca.2021.21.03.047