Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Differences in Fashion Consumption Behavior According to MBTI Personality Indicators and Fashion Brand Sensibility

MBTI 성격 지표와 패션 브랜드 감성에 따른 패션소비성향 차이 연구

  • Ha Youn Kim (Dept. of Clothing and Textiles, Kunsan National University) ;
  • Yunjeong Kim (Institute of Arts and Culture, Chung-Ang University)
  • 김하연 (군산대학교, 의류학과) ;
  • 김윤정 (중앙대학교, 예술문화연구원)
  • Received : 2023.10.01
  • Accepted : 2023.11.09
  • Published : 2023.11.30
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Abstract

This study aimed to elucidate any differences in fashion consumption tendencies among fashion consumers according to their MBTI personality types and fashion brand sensibility (Chanel vs. Off-White). Differences in fashion consumption tendencies (fashion sensitivity, fashion innovativeness, and fashion ostentation) were determined based on two of MBTI's four bipolar indicators: extroversion-introversion, sensing-intuition, thinking-feeling, and judging-perceiving. It was found that intuitive consumers showed higher fashion innovativeness than sensory consumers. In addition, feeling-type consumers showed more fashion-sensitive and ostentatious fashion consumption tendencies than thinking-type consumers. Fashion brand sensibility acted as a moderator in the relationship between personality type and fashion consumption tendency. Especially, moderating effects of fashion brand sensibility and fashion consumption tendencies were evident in sensing-intuition and judging-perceiving types. Among intuitive consumers, those who preferred Chanel brand sensibility exhibited higher tendencies for fashion ostentation than those who preferred Off-White brand sensibility. However, sensory type consumers showed no difference in fashion ostentation based on their preferred fashion brand sensibility. Interaction effects regarding fashion sensitivity and fashion innovativeness were not found. Among perceiving-type consumers who preferred Chanel brand sensibility, high fashion sensitivity was evident. Conversely, judgment-type consumers who preferred Off-White brand sensibility showed high fashion sensitivity. Interaction effects concerning fashion innovativeness and fashion ostentation were not found.

Keywords

Acknowledgement

이 성과는 정부(과학기술정보통신부)의 재원으로 한국연구재단의 지원을 받아 수행된 연구임(NRF-2022R1G1A1010675).

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