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A Study on Clothing Behavior and Clothing Purchasing Behavior based on Value of University Students  

Park Hye Won (Dept. of Fashion Design, Osan College)
Kim Hyun (Dept. of Clothing & Textiles, Ewha Woman's University)
Lim Sook Ja (Dept. of Clothing & Textiles, Ewha Woman's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.29, no.1, 2005 , pp. 103-113 More about this Journal
Abstract
This study was intended to examine factor structure of value and clothing behavior and the effects of value on clothing behavior, to investigate clothing behavior and clothing purchasing behavior of the groups segmented by the value factors and the difference of those between male group and female group and to provide useful information for establishment of marketing strategies. The subjects were 575 university students. A total of 575 questionnaires was analyzed with factor analysis, cluster analysis, ANOVA, Duncan's multiple range test, ${\chi}^2-test$, regression analysis, and correlation analysis. The results were as follows: 1. Value was composed of 2 factors: personal orientation value and social orientation value. Clothing behavior were composed of 9 factors: interest, fashion, statue symbol, individuality, psychological dependence, comfort, aesthetic sense, economical efficiency, and social approval. 2. Clothing behavior and clothing purchasing behavior were significantly different among 3 groups segmented by 2 value factors. 3. The effects of value on clothing behavior was significantly different. 4. The effects of value on clothing behavior, clothing behavior and clothing purchasing behavior between male group and female group were different.
Keywords
Value; Clothing behavior; Clothing purchasing behavior; The groups segmented by value;
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