Browse > Article

Clothing Shopping Orientation and Sex Role Identity of Male Consumers Aged Between 20 and 40  

Lee Yoon-Jung (Department of Home Economics Education)
Publication Information
Journal of the Korean Home Economics Association / v.43, no.9, 2005 , pp. 27-40 More about this Journal
Abstract
The purpose of this study was to examine the relationship between male consumers' clothing shopping orientation and sex role identity. Since shopping, especially clothing shopping has been traditionally considered a female job, it was expected that male consumers' sex role identity would influence how they approach the task of clothing shopping. Data were collected through an Internet survey firm from men aged between 20 and 40 years(N=199). The major results are as follows: 1. Based on the six clothing shopping orientation factors identified tv factor analysis, the respondents were categorized into 5 distinct groups: Self-Directed Shoppers, Planners, Brand-Oriented Shoppers, Convenience Shoppers, and Impulsive High-Involvers. 2. Five sex role factors were identified by factor analysis: two masculinity factors (strong and reticent) and three femininity factors(gentle, meticulous, and affable). Among these factors, 'gentle' was considered the most ideal, followed in order by 'strong,' 'meticdous,' 'affable,' and 'reticent.' 3. The results of MANOVA showed that the clothing shopping orientation groups statistically differed in their perceived sex role identity as well as in their ideal sex role identity. Overall, Self-Directed Shoppers and Impulsive High-Involvers scored higher in both perceived masculinity and femininity than the other groups. Convenience Shoppers and Planners were high in femininity but low in masculinity. The Brand-Oriented Shoppers were low in both masculinity and femininity. The results indicate that Korean males who are in their 20s and 30s consider androgyny as a desirable state. In addition, those who are high in androgyny are more likely to be highly involved in clothing shopping.
Keywords
Male Consumers; Clothing Shopping Orientation; Sex Role Identity;
Citations & Related Records
연도 인용수 순위
  • Reference
1 김선미(2005. 4. 28). 남자, 당신의 패션 감성을 알라. 동아일보
2 김지현, 홍금희(2000). 남성집단의 의복추구혜택에 따른 쇼핑성향과 정보원에 관한 연구. 한국의류학회지, 24(1), 43-54
3 김세희, 이은영(2004). 의복 쇼핑 성향의 개념 규명을 위한 문헌적 연구. 한국의류학회지, 28(3/4), 96-106
4 Johnson, C. E., & Petrie, T. A. (1995). The relationship of gender discrepancy to eating disorder attitudes and behaviors. Sex Roles: A Journal of Research, 33(5-6), 405+
5 Lenney, E. (1991). Chapter 11. Sex roles: The measurement of masculinity, femininity, and androgyny. In J. P. Robinson, P. R. Shaver, and L. S. Wrightsman(Eds.), Measures of Personality and Social Psychological Attitudes(pp. 573-660). San Diego, CA: Academic Press
6 Campbell, C. (1997). Shopping, pleasure and the sex war. In P. Falk & C. Campbell(Eds.). The shopping experience? London: Sage
7 김부자, 박부진, 류정아(2000). 성차별 의식구조의 형 성배경과 표현양태 -한국 중산층 가족을 중심 으로-, 제 3장: 성역할 구분과 가사노동의 분담. 여성가족생활 연구보고서 1, 31-46
8 김세희(2003). 의복 쇼핑 성향의 개념적 구조 규명과 측정 도구 개발. 서울대학교 대학원 박사학위논문
9 남미우, 고애란(1995). 성인남자의 의복태도와 의복구 매행동에 관한 연구 I: 대학생과 중년남성을 대 상으로. 대한가정학회지, 33(4), 279-288
10 Holt, C. L. & Ellis, J. B. (1998). Assessing the current validity of the Bern sex-role inventory. Sex Roles, 39(11/12), 929-941   DOI   ScienceOn
11 Tucci, L. (2005. 4. 10). Men conquer a new frontier: The mall fashion-conscious male shoppers emerge, wallets in hand, as stores steop up displays, 3rd Ed. Boston Globe, April 10, 2005, E.1
12 이명희, 한화숙(1996). 남성의 라이프 스타일과 매일의 의복선택동기에 관한 연구. 복식, 28(5), 137-150
13 한국남녀 '성고유영역' 허물어진다(2004. 12. 26). 한겨레신문
14 Fischer, E., & Arnold, S. J. (1994). Sex, gender identity, gender role attitudes, and consumer behavior. Psychology and Marketing, 11(2), 163-182   DOI   ScienceOn
15 Borchert, J., & Heinberg, L. (1996). Gender schema and gender role discrepancy as correlates of body image. Journal of Psychology, 130(5), 547+   DOI   ScienceOn
16 고애란, 강혜원, 한혜원(1987). 성인 남자의 연령 및 사 회경제적 지위와 의복행동과의 상관 연구. 대한가정학회지, 25(1), 1-10
17 Bakewell, C., & Mitchell, V-W. Male consumer decision-making styles. International Review of Retail, Distribution and Consumer Research, 14(2), 223-240   DOI   ScienceOn
18 Darden, W. R., & Howell, R. D. (1987). Socialization effects of retail work experience on shopping orientations. Academy of Marketing Science, 15(3), 52-63   DOI
19 정옥분(1986). 한미 양국 대학생의 성역할 정체감과 자존감에 관한 비교문화연구. 대한가정학회지, 24(2), 123-137
20 정진경(1990). 한국 성역할 검사(KSRI). 한국심리학회지: 사회, 5(1), 82-92
21 McGurr, P. T. (2003). Gender differences in shopping enjoyment: Fact or fiction? Proceedings for American Collegiate Retailing Association Spring Conference, Montreal: American Collegiate Retailing Association
22 Twenge, J. M. (1997). Changes in masculine and feminine traits over time: A meta-analysis. Sex Roles, 36(5/6), 305-325   DOI   ScienceOn
23 이영자(1996). 소비사회와 여성문화. 한국여성학, 12(2), 43-77
24 신수연(2001). 20-30 대 성인남성의 의복추구혜택에 따른 쇼핑성향, 점포속성중요도, 자기이미지에 관한 연구, 복식문화연구, 9(6), 818-829
25 김찬주(1998). 유행선도력에 의해 세분화된 남성 소비자 집단의 특성비교. 복식, 37(3), 89-102
26 BLOG세대 그들이 몰려온다, 남자는 피부관리.수놓 기... 여자는 격투기 관람.망치질 (2005. 4. 11). 헤럴드경제
27 남은주(2005. 4. 18). 성의 한계를 넘는 콘트라 섹슈얼 족을 말하다. 이코노미21
28 김주희, 박옥련(2004). 20-30 대 남성소비자의 가치의 식에 따른 의류쇼핑성향과 정보원활용. 한국생활과학회지, 13(2), 291-300
29 Miller, D. (1998). A theory of shopping. Oxford: Blackwell Publisher
30 Stone, G. P. (1954). City shoppers and urban identification: Observation on the social psychology of city life. American Journal of Sociology, 60, 36-45   DOI   ScienceOn