Browse > Article
http://dx.doi.org/10.7741/rjcc.2017.25.1.104

The effect of consumer's need for uniqueness on fashion orientation and consumption values  

Ju, Naan (Dept. of Clothing & Textiles, Hanyang University)
Lee, Kyu-Hye (Dept. of Clothing & Textiles, Hanyang University)
Lee, Jiyeon (Dept. of Clothing & Textiles, Hanyang University)
Publication Information
The Research Journal of the Costume Culture / v.25, no.1, 2017 , pp. 104-116 More about this Journal
Abstract
People tend to maintain and express their individuality in unique ways. Consumer's need for uniqueness is defined as an individual's pursuit that differentiates themselves from others, thereby developing and enhancing their personal identities. This study examined the effect of consumers' need for uniqueness on fashion orientation and consumption values. Data were collected through a questionnaire survey distributed to people visiting the fashion show center during Seoul Fashion Week. The survey questions were designed using the 5-point Likert scale and Cronbach's ${\alpha}$ value of questions was reliable as .628-.862. The study's results indicate that people with high need for uniqueness are very interested in fashion and think that is important to be well-dressed. In addition, the results suggest that people with high needs for unusual choices who enjoy challenging the prevailing taste of people want to be fashion leaders and are attracted to products that express their personality well. And people with high needs for creative choices and incompliant choices value their own satisfaction and happiness with the products. On the other hand, consumer's needs for incompliant choices have a negative effect on social value. As a result, people with high needs for incompliant choices would break social norms rather than consider social status and reputation when they purchase fashion products. The concluding section of the paper discusses the implications of this research for fashion companies.
Keywords
consumer's need for uniqueness; fashion orientation; consumption values;
Citations & Related Records
Times Cited By KSCI : 1  (Citation Analysis)
연도 인용수 순위
1 Belk, R. W. (1988). Possessions and the extended self. Journal of Consumer Research, 15(2), 139-168. doi:10.1086/209154   DOI
2 Bertrandias, L., & Goldsmith, R. E. (2006). Some psychological motivations for fashion opinion leadership and fashion opinion seeking. Journal of Fashion Marketing and Management: An International Journal, 10(1), 25-40. doi:10.1108/13612020610651105   DOI
3 Gim, W.-S., & Ryu, Y. J. (2003). Korean version of consumer's need for uniqueness scale(K-CNFU): Development and validation. The Korean Journal of Consumer and Advertising Psychology, 4(1), 79-101.
4 Gross, H. E. (1977). Micro and macro level implications for a sociology of virtue: The case of draft protesters to the Vietnam War. The Sociological Quarterly, 18(3), 319-339. doi:10.1111/j.1533-8525.1977.tb01418.x   DOI
5 Gutman, J., & Mills, M. K. (1982). Fashion life style, self-concept, shopping orientation, and store patronage: An integrative analysis. Journal of Retailing, 58(2), 64-86.
6 Heckert, D. M. (1989). The relativity of positive deviance: The case of the French impressionists. Deviant Behavior, 10(2), 131-144. doi:10.1080/01639625.1989.9967806   DOI
7 Holt, D. B. (1995). How consumers consume: A typology of consumption practices. Journal of Consumer Research, 22(1), 1-16. doi:10.1086/209431   DOI
8 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.
9 Kim, I. (2010). The influence of the consumers value and experience quality on the effects of scarcity message types. Unpublished master's thesis, Duksung Women's University, Seoul, Korea.
10 Kim, K. H., & Chung, S. J. (2000). A study on relationships between clothing conformity and clothing attitudes of middle and high school students: Focused on Seoul residents. Journal of the Korean Society of Clothing and Textiles, 24(3), 401-411.
11 Kim, S. H. (1999). A study on the structure of clothing consumption values and the relation between clothing consumption values and, clothing involvement and fashion leadership. Unpublished doctoral dissertation, Ewha Woman's University, Seoul, Korea.
12 Lee, K.-H., & Choi, J.-Y. (2011). Fashion orientation, goal-directed or experiential motivations, shopping flow experience and purchasing behavior of fashion products. Journal of the Korean Fashion & Costume Design Association, 13(2), 185-193.
13 Kim, Y.-H. (2008). An empirical examination of consumers' innovation adoption: The role of innovativeness, fashion orientation, and utilitarian and hedonic consumers' attitudes. Unpublished master's thesis. The University of North Carolina at Greensboro, NC, USA.
14 Knight, D. K., & Kim, E. Y. (2007). Japanese consumers' need for uniqueness: Effects on brand perceptions and purchase intention. Journal of Fashion Marketing and Management: An International Journal, 11(2), 270-280. doi:10.1108/13612020710751428   DOI
15 Kron, J. (1983). Home-psych: The social psychology of home and decoration. New York: Potter.
16 Lumpkin, J. R. (1985). Shopping orientation segmentation of the elderly consumer. Journal of the Academy of Marketing Science, 13(1), 271-289. doi:10.1007/BF02729720   DOI
17 Lynn, M., & Harris, J. (1997). The desire for unique consumer products: A new individual differences scale. Psychology & Marketing, 14(6), 601-616. doi:10.1002/(SICI)1520-6793(199709)14:6<601::AID-MAR5>3.0.CO;2-B   DOI
18 Park, S.-J., & Park, S.-K. (2016). The effect of consumer's need for uniqueness on brand, store and price switching intention. The Journal of the Korean Society of Knit Design, 14(3), 1-9.
19 Sheth, J. N., Newman, B. I., & Gross, B. L. (1991). Why we buy what we buy: A theory of consumption values. Journal of Business Research, 22(2), 159-170. doi:10.1016/0148-2963(91)90050-8   DOI
20 Simonson, I., & Nowlis, S. M. (2000). The role of explanations and need for uniqueness in consumer decision making: Unconventional choices based on reasons. Journal of Consumer Research, 27(1), 49-68. doi:10.1086/314308   DOI
21 Tian, K. T., & McKenzie, K. (2001). The long-term predictive validity of the consumers' need for uniqueness scale. Journal of Consumer Psychology, 10(3), 171-193. doi:10.1207/s15327663jcp1003_5   DOI
22 Snyder, C. R., & Fromkin, H. L. (1977). Abnormality as a positive characteristic: The development and validation of a scale measuring need for uniqueness. Journal of Abnormal Psychology, 86(5), 518-527. doi:10.1037/0021-843X.86.5.518   DOI
23 Solomon, M. R., & Rabolt, N. J. (2004). Consumer behavior: In fashion. Upper Saddle River, NJ: Prentice-Hall.
24 Tepper, K., & Hoyle, R. H. (1996). Latent variable models of need for uniqueness. Multivariate Behavioral Research, 31(4), 467-494. doi:10.1207/s15327906mbr3104_4   DOI
25 Tian, K. T., Bearden, W. O., & Hunter, G. L. (2001). Consumers' need for uniqueness: Scale development and validation. Journal of Consumer Research, 28(1), 50-66. doi:10.1086/321947   DOI
26 Vinson, D. E., Scott, J. E., & Lamont, L. M. (1977). The role of personal values in marketing and consumer behavior. Journal of Marketing, 41(2), 44-50. doi:10.2307/1250633   DOI
27 Workman, J. E., & Kidd, L. K. (2000). Use of the need for uniqueness scale to characterize fashion consumer groups. Clothing and Textiles Research Journal, 18(4), 227-236. doi:10.1177/0887302X0001800402   DOI
28 Yuan, L., & Kim, J. H. (2015). The influence of the uniqueness for need on impulsive purchase, regrets and satisfaction: Focusing on the Chinese fashion product consumers. Journal of Product Research, 33(2), 105-116.