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http://dx.doi.org/10.5850/JKSCT.2012.36.10.1100

A Qualitative Study on the Consumption Value of Preschooler Clothing by Mothers  

Rhee, Young Ju (Dept. of Clothing, Sungshin Women's University)
Lee, Joo Yun (Dept. of Clothing, Sungshin Women's University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.36, no.10, 2012 , pp. 1100-1116 More about this Journal
Abstract
Due to the growth of the preschooler clothing industry, significant research has been conducted on the pursued benefits, purchase behavior, and purchase intension related to preschooler clothing; however, reports on the consumption value of preschooler clothing remain limited. This study provides a consumption value for preschooler clothing through qualitative research. A total of 15 mothers of preschoolers aged 1-6 years old were interviewed on the consumption value of preschooler clothing. The subsequent consumption value of preschooler clothing consisted of 9 major factors (vicarious satisfaction value, social display/image value, safety value, convenient value, economic value, distinguishable value, expressive-aesthetic value, fashionable value and conditional value). In addition, the vicarious satisfaction value, social display/image value, safety value, and convenient value were new-expressed values that differed from previous reports on the consumption value of adult clothing.
Keywords
Consumption value; Preschooler clothing; Qualitative study; In-depth interview;
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Times Cited By KSCI : 13  (Citation Analysis)
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