• The Research Journal of the Costume Culture
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• v.12 no.3
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• pp.468-484
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• 2004

The purposes of this study were (1) to segment female college students' apparel shoppers into unique apparel buying decision-making style groups; and (2) to profile for each segment in terms of personal characteristics (material values, change seeking tendency and prestige sensitivity) and fashion information sources. Data were collected through questionnaires from convenient sample of 290 female college students. As a result of cluster analysis and univariate analysis of variance, distinctive consumer decision-making style groups of consumers were identified; Value-maximizing Recreational Shoppers, Brand-Maximizing Emotional Shoppers, and Apathetic Shoppers. These three groups were compared as to the effect of personal characteristics variables and fashion information sources through univariate analysis of variance and chi-square statistics. The result showed that personal characteristics (material values, change seeking tendency and prestige sensitivity) and fashion-information sources do influence the consumer decision-making styles and that these three groups were unique in their decision-making characteristics showing that consumer decision-making styles can be a good segmentation base for apparel market.

• Korea journal of population studies
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• v.33 no.2
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• pp.33-59
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• 2010

This paper intends to find the determinants of the occupational aspirations of college students in Korea. According to Wisconsin model, the occupational aspiration of youth has a statistically significant influence on his or her actual education level and occupation choice implying that the more motivated with high-level occupational aspiration will obtain the higher level of occupation. The analysis for this study is based on the survey of undergraduate students' perception, attitude and lifestyle in Korea 2004, which was conducted against 1,947 respondents, and multiple regression model was utilized. The dependent variable for occupational aspirations was measured by the Standard International Occupational Prestige Scale (SIOPS) of Donald J. Treiman. Independent variables include social capital and cultural capital as well as demographic variables, socio-economic status, and human capital variables. Social capital variable was measured by the position generator scale of Nan Lin and Mary Dumin, and cultural capital variable was done to our original index. This study shows that social and cultural capitals are factors having significant influence on occupational aspiration, in addition to the well-known factors such as gender, human capital and the occupation of father.