• 한국의류학회지
• /
• 제24권5호
• /
• pp.652-662
• /
• 2000

Most of established study about consumer behavior was directly connected abstract value with concrete purchase behavior, nevertheless several recognizable process is intervened between abstract concept and concept behavior. Of course researchers suggest hierarchical causality through means-end chain model. However empirical study is insufficient. And it's not certain whether the consumer's personal value affects actual evaluation about product attributes. Thus the purpose of this paper was to explore hierarchical causality of personal value, benefits sought and clothing product attributes and to suggest an alternative approach method. For the empircial study the data sets were collected through 150 female consumers living in Pusan and SAS and LISREL VIII were used for statistical analysis. As the result, hierarchical causality suggested by means-end chain model was positively substantiated. That is, benefits sought is differentiated according to personal value, and actual product attributes are indirectly influenced by personal value through benefits sought. Benefits sought are found to be key mediating variables.