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http://dx.doi.org/10.12940/jfb.2014.18.1.50

A Study of College Students' Consumption Behavior from the Midwest(Yunnam) in China(Part I): The Effects of Materialism on the Consumers's Attitudes and Clothing Purchase Behaviors  

Lee, Okhee (Dept. of Fahsion Design, Sunchon National University)
Kang, Youngeui (Dept. of Fahsion Design, Sunchon National University)
Publication Information
Journal of Fashion Business / v.18, no.1, 2014 , pp. 50-65 More about this Journal
Abstract
This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.
Keywords
conspicuous; hedonic; materialism; symbolic consumption;
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Times Cited By KSCI : 12  (Citation Analysis)
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