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http://dx.doi.org/10.5850/JKSCT.2013.37.5.704

The Effects of Mothers' Childrearing Attitudes on Consumer Socialization and the Evaluation of Children's Character Fashion Products  

Kang, Keang-Young (Dept. of Fashion, Hoseo University)
Jin, Hyun-Jeong (Dept. of Science & Technology Education for Life, Seoul National University of Education)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.37, no.5, 2013 , pp. 704-714 More about this Journal
Abstract
Diverse characters have been recently used in fashion products for children. The degree to which parents accept children's opinions or attitudes when they engage in dialogue may be connected with consumer socialization and affect the criteria for the evaluation of character fashion products. This study examined the effects of mothers' childrearing attitudes on consumer socialization and the evaluation criteria for character fashion products for children. A questionnaire was conducted via the Internet on 310 mothers with children aged between four and twelve. The results of the study showed: First, childrearing attitudes were divided into four dimensions: hostility, autonomy, acceptance, and control. Consumer socialization was divided into communication in regards to consumption, consumption control, and the awareness of social relations. The evaluation criteria for character fashion products for children were divided into educational/utilitarian values, emotional values, and social values. Second, mothers were divided into an acceptance group, a moderation group, and a hostility group based on childrearing attitudes. The group with hostile childrearing attitudes had control over their children's consumption and were conscious of others in the process of consumption. The group with accepting childrearing attitudes considered educational/utilitarian values and emotional values when they purchased character fashion products for children. The group with hostile childrearing attitudes considered social values. Third, autonomous childrearing attitudes had the largest influence on communication in regards to consumption. Controlling childrearing attitudes had the largest influence on consumption control and the awareness of social relations. Controlling childrearing attitudes had the largest influence on social/utilitarian and emotional values; however hostile childrearing attitudes had the largest influence on social values.
Keywords
Childrearing attitude; Character fashion products; Consumer socialization; Evaluation criteria; Value;
Citations & Related Records
Times Cited By KSCI : 4  (Citation Analysis)
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