Clothing Importance Perception and Clothing Involvement: in Relation to Value, Fashion Opinion Leadership and Shopping Behavior

의복중요성 지각과 의복관여: 가치, 유행의사선도력 및 쇼핑행동과 관련지어

  • Published : 2000.05.01

Abstract

In a few studies about product involvement there was confusion in the construct of involvement especially in association with importance. Due to the confusion of the construct unanticipated and inconsistent results were reported in some cases. So this study was mainly to identify the relationship between clothing importance and clothing involvement and also investigated the casual relationships among consumers n, value, clothing importance, clothing involvement fashion opinion leadership, and shopping behavior. The data were collected from 429 female adults using questionnaire, and were analysed with actor and path analysis. Results can be summarized as follows. First, clothing importance was the separate concept from clothing involvement, though they were closely related. Second. it was revealed that the main casual path was valuerlongrightarrowclothing importancelongrightarrowclothing involvementlongrightarrowfashion opinion leadership, shopping preference, shopping frequency, and shopping time. On the whole, the affective dimension of clothing involvement mainly affected them, and consumer's age negatively affected fashion opinion leadership and shopping behavior.

Keywords

References

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