The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
권호 표지
DOI QR코드

DOI QR Code

Antecedents of dressing style

패션스타일 지향성의 선행변수

  • 박혜정 (한국산업기술대학교 지식융합학부)
  • Received : 2013.07.01
  • Accepted : 2013.09.25
  • Published : 2013.10.31
Download PDF
⟨ Previous Next ⟩

Abstract

Understanding consumers' being well and stylishly dressed is a key for marketers' success in ever changing fashion industry. The purpose of this study is to identify the antecedents of dressing style. As antecedents, personal values and clothing-related variables were considered: this study included physical appearance, materialism, and individualism as personal values and quality conscious, price conscious, and brand conscious as clothing related variables. It was hypothesized that personal values influence dressing style both directly and indirectly through clothing related variables. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred eleven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using structural equation modeling. The results showed that all the fit statistics for the variable measures were quite acceptable. In addition, the overall fits of the model suggest that the model fits the data well. The hypothesized relationship test also showed that individualism among personal values directly influences dressing style and that only price consciousness among clothing-related variables influences dressing style. With respect to the relative importance, individualism showed the largest standardized regression weight. The results suggest effective product, price, and promotion strategies for marketers whose target market is style conscious consumers.

Keywords

References

  1. Bae, B. R.(2011). Structural equation modeling with amos 19: Principles and practice. Seoul: Chungram.
  2. Beak, S. K., & Hwang, S. J.(2002). The comparative study on price and objective quality of apparel products between Korea and United States: Focused on 1990's. Journal of the Korean Society of Clothing and Textiles, 26(3/4), 527-538.
  3. Belk, R. W.(1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. https://doi.org/10.1086/209154
  4. Chung, M. J., & Kim, K. J.(2000). Clothing behavior according to the psychopathic deviate and masculinity-femininity of middle school boys and girls. Journal of the Korean Society of Clothing and Textiles, 24(8), 1276-1287.
  5. Chung, M. S.(2012). The effects of attitudes toward cosmetic surgery, body value inclination, and sociocultural attitudes toward appearance on clothing behavior. Journal of the Korean Society of Clothing and Textiles, 36(10), 1125-1136. https://doi.org/10.5850/JKSCT.2012.36.10.1125
  6. Edgar, M., & Malhotra, N.(1981). Determinants of price dependency: Personal and perceptual factors. Journal of Consumer Research, 8(2), 217-222 https://doi.org/10.1086/208858
  7. Goldsmith, R. E., Flynn, L. R., & Kim, D.(2010). Status consumption and price sensitivity. Journal of Marketing Theory and Practice, 18(4), 323-338. https://doi.org/10.2753/MTP1069-6679180402
  8. Goodey, C., & East, R.(2008). Testing the market maven concept. Journal of Marketing Management, 24(3,4), 265-282. https://doi.org/10.1362/026725708X306095
  9. Hwang, Y. J., & Yoo, T. S.(2010). The effects of sociocultural attitudes toward appearance, selfesteem, and physical attractiveness perceptiveness on weight and clothing management behaviors. Journal of the Korean Society of Clothing and Textiles, 34(11), 1923-1932. https://doi.org/10.5850/JKSCT.2010.34.11.1923
  10. Jeon, H. J., & Chung, M. S.(2008). The influence of a physical related stress on appearance management behavior of middle-aged women. The Research Journal of the Costume Culture, 16(1), 115-129. https://doi.org/10.29049/rjcc.2008.16.1.115
  11. Jeon, K. S., & Park, H. J.(2005). The effect of fashion orientation and consumer needs for uniqueness on buying intentions for luxury brands. Journal of the Korean Society of Clothing and Textiles, 29(2), 231-241.
  12. Jeon, K. S., & Park, H. J.(2006). A study on the vanity scale: Correlation with materialism and fashion orientation. Journal of the Korean Society of Clothing and Textiles, 30(6), 939-937.
  13. Jeon, K. S., & Park, H. J.(2010). Antecedents of role-relaxed consumption. Journal of the Korean Society of Clothing and Textiles, 34(7), 1078- 1086. https://doi.org/10.5850/JKSCT.2010.34.7.1078
  14. Jeon, K. S., & Park, H. J.(2012). The concept and consumer traits of a market maven. Journal of the Korean Society of Clothing and Textiles, 36(5), 562-572. https://doi.org/10.5850/JKSCT.2012.36.5.562
  15. Jun, D. G., & Rhee, E. Y.(2009). The effects of fashion innovativeness and style-innovation attributes on fashion adoption. Journal of the Korean Society of Clothing and Textiles, 33(10), 1564-1574. https://doi.org/10.5850/JKSCT.2009.33.10.1564
  16. Kang, K. J.(1989). The effect of self-actualization on the clothing selection behaviors among adult women. Journal of the Korean Home Economics Association, 27(3), 1-11.
  17. Kang, K. J., & Lim, J. Y.(2000). A study on the relationship between self actualization and preference in clothing design of individualist and conformist. The Research Journal of the Costume Culture, 8(3), 422-435.
  18. Kim, J. Y., & Rhee, E. Y.(2004). The influence of service quality, product quality, price on store patronage for apparel stores. Journal of the Korean Society of Clothing and Textiles, 28(1), 12-21.
  19. Kim, Y. I.(1989). Consumer types based on preferred design and relationship to life style(II): The relationship of consumer type to preferred and purchased styles. Journal of the Korean Home Economics Association, 13(4), 412-426.
  20. Kotler, P.(1994). Principles of marketing(6th ed.). NJ: Prentice-Hall.
  21. Kwon, Y. H.(1997). Sex, sex-role, facial attractiveness, social self-esteem and interest in clothing. Perceptual and Motor Skills, 84, 899-907. https://doi.org/10.2466/pms.1997.84.3.899
  22. Lambert, Z. V.(1972). Perceptual patterns, information handling and innovativeness. Journal of Marketing Research, 9(4), 427-431. https://doi.org/10.2307/3149309
  23. Lee, O. H., & Kim, J. S.(2008). A study of the service quality, perceived price and product quality, and store image on store loyalty. Journal of the Korean Society of Clothing and Textiles, 32(10), 1548-1558. https://doi.org/10.5850/JKSCT.2008.32.10.1548
  24. Lee, S. H., & Park, K. S.(2011). Appearance management behaviors of female university students by selfefficacy and self-esteem. The Research of the Costume Culture, 19(5), 1075-1087. https://doi.org/10.29049/rjcc.2011.19.5.1075
  25. Lee, S. H., & Shin, C. Y.(2002). An exploratory study on fashion counterfeits purchasing among female college students: Materialism and shopping value. Journal of the Korean Society of Clothing and Textiles, 26(11), 1537-1546.
  26. Lichtenstein, D. R., Bloch, P. H., & Black, W. C. (1988). Correlates of price acceptability. Journal of Consumer Research, 15(2), 243-252. https://doi.org/10.1086/209161
  27. Lichtenstein, D. R., Ridgway, N. M., & Netemeyer, R. G.(1993). Price perceptions and consumer shopping behavior: A field study. Journal of Consumer Research, 30(2), 234-245.
  28. Lim, S. J., & Lee, M. H.(2001). Study on the effect of a teenager's materialistic sense of value on their clothing behavior. Journal of the Korean Society of Clothing and Textiles, 25(10), 1719-1727.
  29. Nam, E. H., & Lee, J. H.(2009). Comparison of price sensitivity based on the shopping value, purpose of use and social situation. Journal of the Korean Society of Clothing and Textiles, 33(9), 1452-1462. https://doi.org/10.5850/JKSCT.2009.33.9.1452
  30. Nelson, M. R., & McLeod, L. E.(2005). Adolescent brand consciousness and product placements: Awareness, liking and perceived effects on self and others. International Journal of Consumer Studies, 29(6), 515-528. https://doi.org/10.1111/j.1470-6431.2005.00429.x
  31. Oh, H. J.(1997). The conceptual framework and evaluation process of apparel quality. Unpublished doctoral dissertation, Seoul National University, Seoul, Korea.
  32. Palazon, M., & Delgado, E.(2009). The moderating role of price consciousness on the effectiveness of price discounts and premium promotions. Journal of Product & Brand Management, 18(4), 306-312. https://doi.org/10.1108/10610420910972837
  33. Park, H. W., & Chung, M. S.(2011). The influences of appearance concern and body satisfaction on the appearance management behavior of male college students. The Research Journal of the Costume Culture, 19(5), 1119-1132. https://doi.org/10.29049/rjcc.2011.19.5.1119
  34. Park, J. E., Yu, J., & Zhou, J. X.(2010). Consumer innovativeness and shopping style. Journal of Consumer Marketing, 27(5), 437-446 https://doi.org/10.1108/07363761011063330
  35. Richins, M. L., & Dawson, S.(1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316. https://doi.org/10.1086/209304
  36. Ryou, E. J., & Kim, S. K.(2000). A study on the influential factors of clothing conspicuous consumption and clothing purchasing behaviors. The Research Journal of the Costume Culture, 8(3), 477-485.
  37. Sharma, P., & Chan, R. K.(2011). Counterfeit proneness: Conceptualisation and scale development. Journal of Marketing Management, 27(5/6), 602-626. https://doi.org/10.1080/0267257X.2010.489829
  38. Shim, J. H.(2007). A study on difference of clothing behavior and desired image by individualismcollectivism. Journal of the Korean Society of Clothing and Textiles, 31(11), 1574-1585. https://doi.org/10.5850/JKSCT.2007.31.11.1574
  39. Shin, O. S., Seu, B. Y., & Lee, S. W.(1978). A study of the relationships between ego identity, selfperceptions of dressing competence and dressing conformity. Journal of the Korean Society of Clothing and Textiles, 2(2), 9-17.
  40. Sinha, I., & Batra, R.(1999). The effects of consumer on private label purchase. International Journal of Research in Marketing, 16(3), 237-251. https://doi.org/10.1016/S0167-8116(99)00013-0
  41. Song, K. J.(2009). The effects of perceptual body image and appearance management behavior on clothing behaviors. Journal of the Korean Society of Clothing and Textiles, 33(10), 1611-1621. https://doi.org/10.5850/JKSCT.2009.33.10.1611
  42. Sproles, G. B., & Kendall, E.(1986). A methodology for profiling consumers' decision-making styles. Journal of Consumer Affairs, 20(2), 267-279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
  43. Tungate, M.(2009). Style addicts (J. Y. No, Trans.). Seoul: AppleTreeTales.(Original work published 2005).
  44. Wan, F., Youn, S., & Fang, T.(2001). Passionate surfers in image-driven consumer culture: Fashion-conscious, appearance-savvy people and their way of life. Advances in Consumer Research, 28(1), 266-274.
  45. Watchravesringkan, K., & Yurchisin, J.(2007). A structural analysis of value orientations, price perception and ongoing search behavior: A cross-cultural study of American and Korean consumers. International Journal of Consumer Studies, 31(3), 272-282. https://doi.org/10.1111/j.1470-6431.2006.00548.x
  46. Wong, N.(1997). Suppose you own the world and no one knows? Conspicuous consumption, materialism and self. Advances in Consumer Research, 24, 197-203.
  47. Wong, N. Y. C., & Ahuvia, A.(1998). Personal taste and family face: Luxury consumption in Confucian and Western societies. Psychology and Marketing, 15(5), 423-441. https://doi.org/10.1002/(SICI)1520-6793(199808)15:5<423::AID-MAR2>3.0.CO;2-9
  48. Workman, J. E., & Lee, S. H.(2013). Relationships among consumer vanity, gender, brand sensitivity, brand consciousness and private self-consciousness. International Journal of Consumer Studies, 37(2), 206-213. https://doi.org/10.1111/j.1470-6431.2012.01112.x

Cited by

  1. Determinants of susceptibility to global consumer culture vol.22, pp.2, 2014, https://doi.org/10.7741/rjcc.2014.22.2.273
  2. Role-relaxed consumption: Consumption related variables as antecedents and fashion consciousness as a consequence vol.22, pp.3, 2014, https://doi.org/10.7741/rjcc.2014.22.3.411
  3. The influences of psychological and consumption-related variables on fashion consciousness vol.22, pp.6, 2014, https://doi.org/10.7741/rjcc.2014.22.6.979
  4. The influences of boredom proneness, public self-consciousness, and dressing style on internet shopping vol.23, pp.5, 2015, https://doi.org/10.7741/rjcc.2015.23.5.876
  5. Impact of Female Consumer Self-Image on Pursued Fashion Style vol.21, pp.3, 2013, https://doi.org/10.12940/jfb.2017.21.3.29