International Journal of Human Ecology

The Korean Home Economics Association (대한가정학회)
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Exploring Differences in Clothing Shopping Orientation by the Level of Self-Esteem and Body Cathexis

  • Shin, Soo-Ray (Department of Clothing and Textiles, Keimyung University) ;
  • Ryoo, Sook-Hee (Dept. of Textile Design, Keimyung University)
  • Published : 2006.06.30
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Abstract

The purpose of this study was to examine differences in clothing shopping orientation among female adults according to their level of self-esteem and body cathexis. The subjects included 460 women ranging in age from 20 to 69, living in the Daegu area. The data was analyzed by frequency, factor-analysis, mean calculation, ANOVA and the Duncan-test using the SPSS-package. The overall results are as follows: First, clothing shopping orientation fell into five categories: 'hedonic', 'trend conscious', 'store-patronizing', 'economic', and 'independent' shopping orientation. Second, there were measurable differences in clothing shopping orientation related to one's level of self-esteem. Third, there was a significant difference in clothing shopping orientation according to the one's level of body cathexis. It appears that high levels of body cathexis do predict a tendency towards a more 'independent' clothing shopping orientation.

Keywords

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