Browse > Article
http://dx.doi.org/10.12940/jfb.2011.15.3.001

The Effects of Demographic Factors on Fashion Orientation, Fashion Response, and Buying Criteria(paper no.1)  

Koo, In-Sook (Dept., of Consumer Life Information, College of Human Ecology, Chung Nam National University)
Publication Information
Journal of Fashion Business / v.15, no.3, 2011 , pp. 1-21 More about this Journal
Abstract
This study is designed to identify how Demographic Factors affect Fashion Orientation(value), Fashion Response, and Buying Criteria. A total of 355 usable data was collected from housewives in three metropolitan cities(Seoul, Daejeon, Sungnam) in Korea. Young housewives who have one child are a market segment whose buying power is recognized by both the retailers and the market. The housewives' fashion orientation consists of four categories : social orientation, practical orientation, political orientation, and aesthetic orientation. The housewives' fashion response is classified into three areas : self conscious, self esteem, and self monitoring. The criteria of buying children's wear consists of nine components. As a result, the key reason for buying children' wear was 'attractive design'. Research result showed that POLITICAL ORIENTATION(SE beta=.229, p<.001) was more effective than AESTHETICS ORIENTATION(SE beta=.203, p<.001), for enhancing SELF-CONSCIOUS RESPONSE and SELF-ESTEEM RESPONSE. Therefore, this study suggests that the key factor for understanding trend can be a human self concept, consciousness, values, and orientation. The housewives' fashion orientation is responsible for 18.7% of BRAND ROYALTY(F = 20.172, p<.001) from among nine buying criteria. More poignantly, POLITICAL ORIENTATION covered 66.9% of selection of BRAND ROYALTY, and it explained 34.6% of selection of DESIGN among nine buying criteria. Thus, it showed that POLITICAL ORIENTATION(SE beta=.331, p<.001) is more effective than SOCIAL ORIENTATION(SE beta=.146), for upgrading BRAND ROYALTY. In addition, it showed that POLITICAL ORIENTATION(SE beta=.238, p<.001) is more effective than AESTHETICS ORIENTATION(SE beta=.040) for upgrading DESIGN evaluation. Housewives' fashion orientation, and fashion response are differentiated by demographic factors, such as occupation, women's career, husband' job, income, and location related to social status.
Keywords
Children' Wear; Fashion Orientation; Fashion Response; Buying Criteria;
Citations & Related Records
Times Cited By KSCI : 3  (Citation Analysis)
연도 인용수 순위
1 Paek Soae(1986), "Effect of Garment Style on the Perception of Personal Traits". Clothing and Textiles Research Journal, 5(1), pp.10-16.   DOI
2 Lim Sookja(2001), Fashion Products and Consumer Behavior, Kyomunsa, p.114.
3 Veena Chattaraman, Nancy Ann Rudd(2006), "Preferences For Aesthetic Attributes in Clothing as a Function of Body Image, Body Cathexis and Body Size", Clothing & Textile Research Journal, 24(1), pp.46-62.   DOI   ScienceOn
4 Ryan Mary Shaw(1996), Clothing: A study in human behavior, New York : Holt, Rinehart & Winston, Inc. pp.34-51.
5 Elizabeth Bye, Lyndsie Hakala(2005), "Sailing Apparel for Women : A Design Development Case Study", Clothing & Textile Research Journal, 23(2), pp.45-55.   DOI
6 Laura K. Kidd(2006), "A Case Study: Creating Special Occasion Garments for Young Women with Special Needs", Clothing & Textile Research Journal 24(2), pp.161-174.   DOI   ScienceOn
7 Marsha A. Dickson, Nancy Ann Rudd, Sharron J. Lennon(2006), Focused Social Responsibility, Clothing & Textile Research Journal 24(3), pp.175-177.   DOI   ScienceOn
8 Lee Eunjung , Lee Eunyoung (2002), "A study on the Shopping Attitude and the Apparel Purchase Behavior of Korean High-Income Consumers", Journal of the Society of Costume, 52(7), pp.57-69.
9 Kim K. P. er al.(2008), "Dress and Human Behavior : A Review and Critique", Clothing & Textile Research Journal, 26(1), pp.3-22.   DOI   ScienceOn
10 M.Eckman, M.L.Damhorst, Kadolph(1990), "Toward a Model of the In-Store Purchase Decision Process: Consumer Use of Criteria for Evaluating Women's Apparel", Clothing and Textiles Research Journal, 8(2), pp.13-22.   DOI
11 Chowdhary, Usha(1988), "Self-Esteem, Age Identification, and Media Exposure of the Elderly and their Relationship to Fashionability", Clothing and Textiles Research Journal, 7(1), pp.23-30.   DOI
12 Park Joohee, Nam Yunja(2009), "Children's Wear Design Considering Physical Changes of Children and Fashion Preferences of Children and Parents", Journal of Korean Society of Clothing and Textiles, 33(4), pp.598-610.   DOI
13 Ha Jongkyung(2005), "A Study on the Baby`s Wear Purchase Behavior according to the Shopping Orientation of Missy Women", Journal of Korean Association of Human Ecology, 14(5), pp.805-812.
14 Lee Kyunghwa, Na Sooim(1998), "Effect of Consumer`s Characteristic and Involvement on Infant`s Clothing Purchasing Behavior", The Research Journal of Culture & Costume, 6(4), pp.50-61.
15 Rhee Junghi(2005), "A study on Image Perception and Preference of Fashionable Clothing of Schoolchildren", The Research Journal of Culture & Costume, 13(1), pp.75-86.
16 Lee Seung-Eun, Mary A Littrell(2006), "Marketing Cultural Products on the Internet: Targeting Cultural Creatives", Clothing & Textile Research Journal, 24(1), pp.33-45.   DOI   ScienceOn
17 Yoo Jinkyung(1996), "A Study on the effect Housewife`s Fashion Life-Style Affecting Purchase Pattern in Infant`s Wear Market -on factors of Fashion Life-Style", Master' D. thesis of Seoul Women's University, pp.34-41.
18 Ann Marie Flore, Sara J. Kadolph, Jennifer Paff Ogle(2005), "Promoting criticle thinking product development : connections between textile science and consumer's aesthetic value", Clothing and Textiles Research Journal, 23(4), pp.207-321.
19 Kim EunYoung, Kim Younkyung (2005), "The effects of Ethnicity and Gender on Teens' Mall Shopping Motivations", Clothing & Textile Research Journal, 23(2), pp. 65-77.   DOI   ScienceOn