Effects of Single Consumers' Psychologic Characteristics and Susceptibility to Interpersonal Influence on Clothes Shopping Pursuing Value

싱글 소비자의 심리적 특성변수와 대인영향력에 대한 민감성이 의류쇼핑 추구가치에 미치는 영향

  • Suh, Yong-Han (Dept. of Distribution Management, Ulsan College)
  • 서용한 (울산과학대학 유통경영과)
  • Received : 2007.01.26
  • Published : 2007.04.30


Many researchers have focused on consumers' clothes purchase behavior, These researches could not reflect the characteristics of the single consumers' clothes purchase behavior. In addition, little has been written on the single consumer. The purposes of this study are to identify the concept and psychologic characteristics of single consumer and investigate the effects of single consumers' psychologic characteristic and susceptibility to interpersonal influence on clothes shopping pursuing value. Also, It was analyzed how single consumer' pursuing values are different based on the type of single motivation. To test research problems, Data were collected by means of a survey questionnaire, which was sent to 300 single in Pusan and Ulsan. In total, 274 were returned and 14 were unusable because of unacceptable levels of missing data. The Results were summarized as follows: First, self-efficacy, informative and normative influence were positively related to utilitarian pursuing value employee satisfaction. Also, self-efficacy, variety seeking, innovativeness and informative influence had a positive effect on hedonic pursuing value. Second, voluntary single and nonvoluntary single group had different perceptions about self-efficacy, variety seeking, innovativeness, informative influence, and hedonic pursuing value.


single consumers' characteristics;single consumers' susceptibility to interpersonal influence;clothes shopping value


Supported by : 울산과학대학


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