Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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The Effects of Male Consumer Clothing Consumption Values on the Perceived Attributes of Online Fashion Multi-brand Store and Use Intention

남성소비자의 의복소비가치가 온라인 패션 편집매장의 특성 지각과 이용의도에 미치는 영향

  • Jeong, Hyerin (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Kim, Hanna (Dept. of Clothing & Textiles, Chungnam National University)
  • Received : 2021.01.26
  • Accepted : 2021.03.09
  • Published : 2021.05.30
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Abstract

This study sought to understand the clothing consumption values of male consumers and analyze the attributes of online fashion multi-brand stores. The study examined the effect of clothing consumption values of male consumers on the perceived attributes of online fashion multi-brand stores and use intention. The study also aimed to investigate whether online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and use intention. An online survey of male consumers in their 20s and 30s was conducted, and a total of 338 responses were analyzed. The SPSS 24.0 program was used to perform frequency analysis, factor analysis, reliability analysis, regression analysis, and stepwise-regression analysis. The results are as follows. First, fashionableness out of the four attributes of online fashion multi-brand stores (fashionableness, entertainment, variety, and scarcity) influenced the practical and conspicuous values of clothing consumption values. Entertainment had a significant effect on all clothing consumption values. Variety had a significant impact on practical and conspicuous values and the scarcity factor influenced epistemic and conspicuous values. Second, while entertainment, variety, and scarcity influenced sharing intention, fashion, entertainment, and variety influenced purchase intention. Third, online information search moderated the relationship between the perceived attributes of online fashion multi-brand stores and sharing intention but not purchase intention.

Keywords

Acknowledgement

이 연구는 충남대학교 학술연구비 지원을 받아 수행되었음

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