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

The Korean Society of Clothing and Textiles (한국의류학회)
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Susceptibility to Global Consumer Culture - Scale Validation and Relationships with Consumer Susceptibility to Interpersonal Influence and Attitude toward Purchasing Global Fashion Brands -

글로벌 소비자문화 수용성에 관한 연구 - 타당성과 소비자동조성 및 글로벌 패션브랜드 구매태도와 관련성 -

  • 전경숙 (한성대학교 예술대학 의류패션산업) ;
  • 박혜정 (한국산업기술대학교 교양학과)
  • Published : 2009.09.30
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Abstract

This study tests the validity of the Susceptibility of Global Consumer Culture (SGCC) Scale that is composed of three dimensions, conformity to consumption trend, quality perception, and social prestige, on Korean consumers. The study also identifies the relationships with consumer susceptibility to interpersonal influence and attitude toward purchasing global fashion brands. Utilizing the convenience sampling method, college students aged over 20 living in the Seoul metropolitan area were selected. Three hundred questionnaires were used in the statistical analysis, exploratory and confirmatory factor analysis, paired t test, and path analysis using structural equation modeling. Confirmatory factor analysis revealed that the SGCC scale measured by three dimensions fit well for young Korean consumers. Path analysis showed that identical conformity positively influences all three dimensions of the SGCC scale and that informational conformity positively influences purchasing intention toward global fashion brands. Among the three dimensions of SGCC, quality perception and social prestige positively influence purchasing intention toward global fashion brands.

Keywords

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