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http://dx.doi.org/10.5934/kjhe.2015.24.1.79

Clothing Behavior of Male Popular Music Enthusiasts  

Jo, Sung Hee (Department of Clothing and Fashion, Yeungnam University)
Park, Mi Hye (Department of Clothing and Fashion, Yeungnam University)
Kim, You Jin (Department of Clothing and Fashion, Yeungnam University)
Shin, Ji Young (Department of Clothing and Fashion, Yeungnam University)
Park, Soon Jee (Department of Clothing and Fashion, Yeungnam University)
Publication Information
Korean Journal of Human Ecology / v.24, no.1, 2015 , pp. 79-96 More about this Journal
Abstract
The purpose of this research was to analyze the clothing behavioral attributes of male music enthusiasts. A questionnaire was developed based on previous researches. Respondents were men who were concerned with music in terms of a job, a major or a hobby. A total of 200 responses were analyzed by SPSS 20.0 through factor analysis with Varimax rotation, ANOVA with post-hoc test(SNK-test) and ${\chi}^2$-test. Music preference was classified into 3 factors: New age/jazz, Hiphop/dance, and Metal rock/ballad factor. 5 Clothing purchasing orientation factors were extruded: hedonic, planned, convenience, brand pursued, and fashion pursued purchasing orientation. Using those factor scores, 3 groups were classified: Group1(G1), preferring Hiphop/dance music with lower hedonic and brand/fashion pursued purchasing orientation; G2, preferring Hiphop/dance music with no interest in clothing shopping and fashion; G3, preferring New age music with high convenience and brand pursued purchasing orientation. In addition, there were significant differences among groups in clothing behavior such as social ostentation, individuality, self-expression, fashionability, conformity; in purchase motivation such as hedonic and trend/designer oriented purchase motivation; in information source like advertisement/media source; and in store choice criteria such as store light/music and popularity. The findings showed even the enthusiasts for the same music showed the different sopping orientation and different clothing behavior, suggesting that a personal value or taste can be a plausible factor to figure out attributes of consumers. An interest/involvement in clothing could be helpful to subdivide the music enthusiasts as the target market.
Keywords
popular music; music enthusiast; clothing purchasing orientation; clothing behavior;
Citations & Related Records
Times Cited By KSCI : 9  (Citation Analysis)
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