Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Personal Value Determinants of Fashion Orientation: Materialism and Consumer Conformity

패션성향에 영향을 미치는 개인가치 결정요인: 물질주의와 소비자 동조성을 중심으로

  • 박혜정 (한국산업기술대학교 교양학과) ;
  • 전경숙 (한성대학교 의류패션산업전공)
  • Published : 2004.10.01
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Abstract

The purpose of this study was to identify the impact of personal values on fashion orientation. As personal values, this study adopted materialism and consumer conformity. Data were gathered by surveying university students living in Seoul metropolitan area using convenient sampling, and 325 questionnaires were used in the statistical analysis. In analyzing data, confirmatory factor analysis and path analysis were conducted using structural equation modeling. Confirmatory factor analysis revealed that fashion orientation has three factors such as fashion leadership, fashion interest, and importance of being well dressed. Path analysis showed that centrality factor of materialism spurred all three factors of fashion orientation and that happiness factor of materialism gave rise to importance of being well dressed of fashion orientation. Informational conformity also significantly increased all three factors of fashion orientation.

Keywords

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