Journal of the Korean Home Economics Association (대한가정학회지)

The Korean Home Economics Association (대한가정학회)
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Clothing Shopping Orientation and Sex Role Identity of Male Consumers Aged Between 20 and 40

20-30대 남성 소비자들의 의복쇼핑성향과 성역할 정체성에 관한 연구

  • 이윤정 (고려대학교 가정교육과)
  • Published : 2005.10.01
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Abstract

The purpose of this study was to examine the relationship between male consumers' clothing shopping orientation and sex role identity. Since shopping, especially clothing shopping has been traditionally considered a female job, it was expected that male consumers' sex role identity would influence how they approach the task of clothing shopping. Data were collected through an Internet survey firm from men aged between 20 and 40 years(N=199). The major results are as follows: 1. Based on the six clothing shopping orientation factors identified tv factor analysis, the respondents were categorized into 5 distinct groups: Self-Directed Shoppers, Planners, Brand-Oriented Shoppers, Convenience Shoppers, and Impulsive High-Involvers. 2. Five sex role factors were identified by factor analysis: two masculinity factors (strong and reticent) and three femininity factors(gentle, meticulous, and affable). Among these factors, 'gentle' was considered the most ideal, followed in order by 'strong,' 'meticdous,' 'affable,' and 'reticent.' 3. The results of MANOVA showed that the clothing shopping orientation groups statistically differed in their perceived sex role identity as well as in their ideal sex role identity. Overall, Self-Directed Shoppers and Impulsive High-Involvers scored higher in both perceived masculinity and femininity than the other groups. Convenience Shoppers and Planners were high in femininity but low in masculinity. The Brand-Oriented Shoppers were low in both masculinity and femininity. The results indicate that Korean males who are in their 20s and 30s consider androgyny as a desirable state. In addition, those who are high in androgyny are more likely to be highly involved in clothing shopping.

Keywords

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