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http://dx.doi.org/10.7233/jksc.2016.66.7.139

The Effect of Nostalgia on Purchase Intention of Retro Fashion Products  

Kim, Ha Youn (Dept. of Textile, Merchandising, and Fashion Design, Seoul National University)
Choi, Yun Jeong (Dept. of Clothing and Textiles, Hanyang University)
Publication Information
Journal of the Korean Society of Costume / v.66, no.7, 2016 , pp. 139-153 More about this Journal
Abstract
Retro fashion can be defined as re-applied and re-created fashion style where a certain period or a specific style in the past would be recalled. As a unique cultural phenomenon, the 'retro' style has affected not only our daily lives, but also the fashion industry. The purpose of this study is to explore the relationship between the nostalgia and consumer purchase behaviors of retro fashion products in Korea. The data was collected using a self-administered online survey of 224 respondents. The results show that the sub-elements of nostalgia include personal and historical nostalgia. The personal nostalgia positively influences consumers' purchase intention of retro fashion products, whereas historical nostalgia negatively affects retro purchase intention. Interestingly, the moderating effects of self-connection and age of respondents on the relationship between nostalgia and retro purchase intention was identified. The findings highlight the potential role of retro fashion on modern society, as it can overturn any concerns people may have about the gloomy future and the harsh reality.
Keywords
nostalgia; purchase intension; retro fashion; self-connection;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
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