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New Elderly Consumers' Fashion Innovativeness and Monthly Spending on Clothing : Focusing on Moderating Role of Materialism  

Choo, Ho-Jung (Dept. of Clothing and Textiles, Seoul National University)
Hong, Kyung-Hee (Dept. of Home Education, Korea University)
Moon, Hee-Kang (Dept. of Home Economics Education, Pai Chai University)
Publication Information
International Journal of Costume and Fashion / v.10, no.1, 2010 , pp. 47-66 More about this Journal
Abstract
New elderly consumer market composed of consumers 50 years or older has both resemblance and difference with younger fashion market. This study aimed to examine the effect of socio-demographic and psychological factors on fashion innovativeness and monthly spending on clothing of new aged elderly consumers with the moderating role of materialism. The study found that socio-demographic factors tended to have direct effects on clothing spending, while psychographic factors have both direct effect and indirect effect through fashion innovativeness. The mediating role of fashion innovativeness in predicting clothing spending was found to be moderated by materialism of new elderly consumers. Marketing implications and limitations were discussed.
Keywords
New elderly consumers; Fashion Innovativeness; Materialism; Monthly Spending on Clothing;
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Times Cited By KSCI : 1  (Citation Analysis)
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