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http://dx.doi.org/10.5850/JKSCT.2010.34.7.1078

Antecedents of Role-Relaxed Consumption  

Jeon, Kyung-Sook (Division of Apparel & Fashion Business, Hansung University)
Park, Hye-Jung (Dept. of Liberal Arts, Korea Polytechnic University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.34, no.7, 2010 , pp. 1078-1086 More about this Journal
Abstract
This study verifies the validity of the role-relaxed consumption scale developed by Kahle (1995b) for Korean consumers. This study also tests a model that includes consumer susceptibility to interpersonal influence along with attention to social comparison information as antecedents and their relationships. Data were gathered by surveying university students in Seoul, Korea, using convenience sampling, and 600 questionnaires were used in the statistical analysis. Correlation analysis, factor analysis, ANOVA and path analysis were conducted in order to analyze the data. It was proved that the role-relaxed consumption scale was effective for Korean consumers. A path analysis showed that consumer susceptibility to interpersonal influence and attention to social comparison information influence role-relaxed consumption.
Keywords
Role-relaxed consumers; Consumer susceptibility to interpersonal influence; Attention to social comparison information;
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Times Cited By KSCI : 1  (Citation Analysis)
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