• The Journal of the Korea Contents Association
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• v.21 no.3
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• pp.47-67
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• 2021

The purpose of this study is to identify antecedent factors influencing the two-sided consumption intention tendencies observed in MZ generation from the viewpoint of consumption value in the cosmetic consumption scene of fashion houses. In order to verify the research model and hypotheses proposed in this study at the level of statistical significance. a survey was conducted for MZ generation, and data collected from a total of 286 samples were analyzed through a structural equation model. As a result. emotional and social consumption value was identified as a variable that had a great influence on the consumption intention of MZ generation. First, self-esteem had an effect on the emotion consumption value at the statistical significance level. Second, materialism had a significant influence on emotional and social consumption values. Third, public self-consciousness was found to have an effect on social consumption value. That is, MZ generation pursues the beauty trend presented by the fashion house's beauty brand and perceives it as a high consumption value. In addition, it was confirmed that MZ generation exhibited a conspicuous consumption tendency that they could be socially differentiated by using fashion house cosmetics.

• Korean Journal of Human Ecology
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• v.24 no.4
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• pp.571-586
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• 2015

This study examined the effect of ambivalent fashion consuming tendency on continuous information search and fashion store selection. Surveys period was from Jan. 8th to Jan. 20th in 2014. The subjects of this study were the young 218 women who had the shopping experiences with ambivalent fashion consuming tendency in their 20s of Pusan and Kyung-nam. These surveys referred to the relevant preceding researches and were completed by some pilot researches (focus group interview, paper-pencil test). The data was analyzed by frequency analysis, reliability analysis (Cronbach's ${\alpha}$), factor analysis and regression analysis. The main results of this study were summarized like following: First, this study was based on the definition and characteristics of the ambivalent fashion consuming tendency. The current ambivalent fashion consuming tendency consisted of price ambivalence, trend ambivalence and brand ambivalence. The consumer's demographic characteristics affected trend ambivalence, brand ambivalence. Second, continuous information search was composed of entertaining information search and rational information search. Third, ambivalence fashion consuming tendency had a strong influence on continuous information search (information search and share activity). Forth, the price ambivalence, trend ambivalence and brand ambivalence, which is the factors of ambivalent fashion consuming tendency, significantly impacted on selecting the fashion store. In conclusion, ambivalent fashion consuming tendency is main related factor impacting on continuous information search and fashion store selection.

• Journal of Fashion Business
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• v.16 no.1
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• pp.137-149
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• 2012

The purpose of this study was to identify the factor structure of sociocultural attitude toward Appearance, pursuit of clothing benefits, ambivalent consumption of fashion product and the effects of sociocultural attitude toward appearance and pursuit of clothing benefits on ambivalent consumption of fashion product. Questionnaires were administered to 425 women living in Deagu Metropolitan City and Kyungbook province. The data collected were analyzed by using frequency, factor analysis, multiple regression, ANOVA, and Duncan-test. The findings are as follows. Sociocultural attitude toward appearance was composed of two factors such as internalization, and awareness. Pursuit of clothing benefits was composed of four factors such as individuality oriented, social oriented, fashion leadership oriented, and body oriented. Ambivalent consumption of fashion product was composed of three factors such as style/price ambivalence, place of purchase ambivalence, and brand ambivalence. The effects of sociocultural attitude toward Appearance and pursuit of clothing benefits on each of ambivalent consumption of fashion product variables like style/price ambivalence, place of purchase ambivalence, and brand ambivalence were explained by the factors such as internalization, and awareness, and individuality oriented, social oriented, fashion leadership oriented, and body oriented.

• Management & Information Systems Review
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• v.30 no.4
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• pp.195-227
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• 2011

There is no doubt that distribution channels and services greatly satisfy consumers' desires. Lots of products and services, stimulate consumers to purchase products to relieve their depressed feeling/stress temporarily, leading them gradually to a shopping addiction. Shopping addiction generates lots of problems, damaging not only consumers themselves but also other consumers and the entire society. Therefore, the purposes of this study were 1) to examine psychological factors that affected addictive shopping orientation of consumers, 2) to explore the effects addictive shopping orientation on the post-purchase emotions(positive emotion/negative emotion), 3) to examine the effect of post-purchase emotions on post-purchase behaviors (repurchasing/refund and exchange/negative word of mouth). 4) the study explored the differences in terms of effects of addictive shopping orientations on post-purchase emotions and behaviors, depending on the retailing channel (online and off line). The study performed a questionnaire survey for female adults older than 18 years old, living Seoul and Pusan areas. By using 404 copies for questionnaires, factor analysis, reliability analysis, and Amos 7.0 were used for the data analysis. It was found that psychological variables, self-esteem, compensatory buying and impulsiveness, had significant effects on addictive shopping orientations. Addictive shopping orientations affect both positive and negative post-purchase emotions in case of off-line shopping. Negative post-purchase emotions have higher impact on the postpurchase behaviors than positive post-purchase emotions.