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

The Korean Society of Clothing and Textiles (한국의류학회)
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An Exploratory Study on the Clothing Purchasing Motives of Male Consumers in Multi-brand Fashion Stores

남성 편집매장 소비자의 의복구매동기에 대한 탐색적 연구

  • Kim, Tae Youn (Dept. of Human Ecology, The Graduate School, Korea University) ;
  • Cho, Ahra (Dept. of Human Ecology, The Graduate School, Korea University) ;
  • Lee, Yoon-Jung (Dept. of Home Economics Education, Korea University)
  • 김태연 (고려대학교 대학원 생활과학과) ;
  • 조아라 (고려대학교 대학원 생활과학과) ;
  • 이윤정 (고려대학교 사범대학 가정교육과)
  • Received : 2014.07.07
  • Accepted : 2014.08.29
  • Published : 2014.10.31
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Abstract

This study identified the internal motives for the purchase behavior of Korean male consumers in multi-brand fashion stores by conducting in-depth interviews with 8 men in their 20s and 30s. All respondents had significant experience with this type of store. Data were analyzed in an inductive way and compared with Bohemianism to interpret and described the results as a recent phenomenon of men's fashion. The five internal motives were extracted from analysis: the pursuit of freedom of expression, the counter-cultural resistance to department stores and domestic fashion brands, which tend to copy designs from international brands, the pursuit of mobility and adventure for trying to search and wear a new fashion style, the pursuit of pleasure through store experience, and the pursuit of artistic value by considering goods purchased in multi-brand fashion stores as artistic and cultural goods.

Keywords

References

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