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Personal Value Determinants of Fashion Orientation: Materialism and Consumer Conformity  

박혜정 (한국산업기술대학교 교양학과)
전경숙 (한성대학교 의류패션산업전공)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.28, no.910, 2004 , pp. 1243-1252 More about this Journal
Abstract
The purpose of this study was to identify the impact of personal values on fashion orientation. As personal values, this study adopted materialism and consumer conformity. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 325 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Confirmatory factor analysis revealed that fashion orientation has three factors such as fashion leadership, fashion interest, and importance of being well dressed. Path analysis showed that centrality factor of materialism spurred all three factors of fashion orientation and that happiness factor of materialism gave rise to importance of being well dressed of fashion orientation. Informational conformity also significantly increased all three factors of fashion orientation.
Keywords
Fashion orientation; Materialism; Consumer conformity;
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