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http://dx.doi.org/10.5850/JKSCT.2019.43.6.795

From Possession to Relationship -An Investigation of the Consumer-driven Anthropomorphism of Fashion Goods-  

Hur, Hee Jin (Dept. of Textiles, Merchandising and Fashion Design, Seoul National University)
Kwon, Yoo Jin (Dept. of Human Ecology, Korea National Open University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.43, no.6, 2019 , pp. 795-807 More about this Journal
Abstract
This qualitative study delves into consumers' meanings, perceptions, and behaviors toward the anthropomorphism of fashion goods based on personal experiences. Previous studies focused on consumer responses to the marketer-driven anthropomorphism of products, messages, and brands; however, the present study examines consumers' spontaneous anthropomorphism focusing on personal meanings as a possessor and meanings in their social relationships. A qualitative methodology is adopted that involves in-depth interviews with eleven males and females in their 20s and 30s. Participants stated that were engaged in the anthropomorphic practice of fashion goods on a daily basis. Data analysis was based on grounded theory. Findings on consumer-driven anthropomorphism are discussed at personal and interpersonal levels. At the personal level, anthropomorphic objects are their companions that are often called "baby." Interestingly, anthropomorphism reduces the stigmas of materialism from the participants' side. At the interpersonal level, anthropomorphic practice is a ritual of sharing a common interest and assuring intimacy. Implications and suggestions for future research are also discussed.
Keywords
Anthropomorphism; Consumer-driven anthropomorphism; Anthropomorphism of fashion goods; Qualitative; Consumer behavior;
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Times Cited By KSCI : 1  (Citation Analysis)
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