A Study of Korean-American Consumers' Fashion and Shopping Behavior Based on a Bidimensional Model of Acculturation

이차원적 문화적응이론을 토대로 한 한국계 미국인 소비자들의 패션 및 쇼핑 행동에 관한 연구

  • Lee Yoon-Jung (Dept. of Home Economics Education, Korea University) ;
  • Lee Jaeil (Dept. of Family and Consumer Sciences, Seattle Pacific University)
  • 이윤정 (고려대학교 가정교육과) ;
  • 이재일 (시애틀 퍼시픽 대학교 소비자가족학과)
  • Published : 2004.12.01


This study assumes a bidimensional model of acculturation theory in order to understand the acculturation patterns of Korean-Americans and their fashion and shopping behavior. Bidimensional models of acculturation suggest that acculturating individuals may possess the components of both the heritage culture and the new, host culture. A combination of email and paper and pencil surveys was conducted with a convenience sample of Korean-Americans who are living in Seattle and vicinity area (n=108). The questionnaire included questions related to the respondents' and their parents' demographic information, the respondents perceived relationship with their parents, self-reported ethnic identification, ethnicity-related behaviors/attitudes, clothing involvement, shopping motivations, and fashion reference groups. The results support the bidimensional models of acculturation process as opposed to the linear model. Three different groups among Korean-Americans based on their ethnic identification pattern were found: a group with dominant Korean identity(Segregation group), a group with dominant American identity(Assimilation group), and a group with dual identity(Integration group). According to the results of MANOVA and subsequent Duncan and Scheffe tests, the Integration group showed distinct characteristics from Segregation group or Assimilation group, in terms of their ethnicity-related behaviors/attitudes, clothing involvement, shopping motivations, and fashion reference group influence.


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