Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지

Cross- cultural Study of Clothing Deprivation and Clothing Decision Criteria in Korean and Taiwanese Young Women

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Sookmyung Women's University)
  • Received : 2010.05.10
  • Accepted : 2010.07.05
  • Published : 2010.12.30
Download PDF
⟨ Previous Next ⟩

Abstract

The purpose of this study was to explore and compare the perception of Korean and Taiwanese young women's clothing deprivation and clothing decision factors. The study used a convenience sample consisting of 238 female college students: 101 Korean with a mean age of 20.78 and 137 Taiwanese with a mean age of 21.03. Statistical Package for Social Science (SPSS) Version 14.0 for windows was used for the data analysis. The clothing decision criteria and clothing deprivation scale were used for the study. The Koreans chose both brand name and newest fashion as higher criteria than Taiwanese. Both countries chose fit (4.28/ 4.09) as an important factor of how often they think about things when they decide what clothes to wear. Compared to Korean women, clothing deprivation for clothes for school was twice as high among Taiwanese women. Korean women had relatively low percentage of clothing deprivation for clothing for school and for friends. However, they did have higher clothing deprivation for dress-up clothes.

Keywords

References

  1. M. R. Solomon(1999), Consumer Behavior (4th ed). Upper Saddle River, NJ: Prentice Hall, p.5.
  2. J. F. Engel, R. D. Blackwell, P. W. Miniard (1993), Consumer behavior (6th ed). Chicago: The Dryden Press, p.24.
  3. G. Hofstede(2001), Culture's consequences (2nd ed.). Thousand Oaks, CA: Sage, p.36.
  4. E. Chang, L. D. Burns, S. K. Francis(2004), "Gender differences in the dimensional structure of apparel shopping satisfaction among Korean consumers: the role of hedonic shopping value", Clothing and Textiles Research Journal, 22(4), pp.185-199. https://doi.org/10.1177/0887302X0402200404
  5. H. J. Hsu, L. D. Burns(2002), "Clothing evaluative criteria: A cross-national comparison of Taiwanese and United States consumers", Clothing and Textiles Research Journal, 20(4), pp.246-252. https://doi.org/10.1177/0887302X0202000408
  6. H. Braun(1991). "Marketing to minority consumers", Discount Merchandiser, 31(2), pp.44-46
  7. E. C. Hirschman(1981), "American Jewish ethnicity: Its relationship to some selected aspects of consumer behavior", Journal of Marketing, 45(3), pp.102-110. https://doi.org/10.2307/1251545
  8. Kang, J., Kim, Y. K(1998), "Ethnicity and acculturation: Influences on Asian-American consumers' purchase decision making for social clothes". Family and Consumer Sciences Research Journal, 27(1), pp.91-117. https://doi.org/10.1177/1077727X980271004
  9. S. Hung(2006), "Play in fashion: bridging China to the west with a look at Taiwan fashion branding", Journal of Fashion Marketing and Management, 10(4), pp.479-490. https://doi.org/10.1108/13612020610701992
  10. C. Lovelock, L. Wright(1998), Principles of service marketing and management, Upper Saddle River, NJ: Prentice Hall, p.87.
  11. Lee, O., Kim, Y., Liu, G.(2002), "A study on consumer characteristics, and clothing buying behavior by clothing involvement of college female students in China", Journal of the Korean Society of Clothing and Textiles, 26(2), pp.205-215.
  12. J. L. Hafstrom, Chae, J. S., Chung, Y. S. (1992), "Consumer decision-making styles: Comparison between United States and Korean young consumers", The Journal of Consumer Affairs, 26, pp.146-158. https://doi.org/10.1111/j.1745-6606.1992.tb00020.x
  13. S. J. Lennon et al.(1999), "Attitudes toward gender roles, self-esteem, and body image: Application of a model", Clothing and Textiles Research Journal, 17(4), pp.191-202. https://doi.org/10.1177/0887302X9901700403
  14. Kim, S., L. B. Arthur(2003). "Asian-American consumers in Hawai'i: The effects of ethnic identification on attitudes toward and ownership of ethnic apparel, importance of product and store-display attributes, and purchase intention", Clothing and Textiles Research, 21(1), pp.8-18. https://doi.org/10.1177/0887302X0302100102
  15. Kim, S. A., Rhee, Y. S.(1995), "Consumer's clothing bradn loyalty and clothing buying behavior", Journal of the Korean Society of Clothing and Textiles, 19(4), pp.602-614.
  16. Kim, S. A., Rhee, Y. S.(1999), "Relationships among the consumer's sensation seeking tendency, needs of clothing purchase and clothing purchase behavio", Journal of the Korean Society of Clothing and Textiles, 23 (5), pp.672-683.
  17. Lee, S. H.(2000), "A characteristic of consumer groups classified by clothing Shopping motives", Journal of the Korean Society of Clothing and Textiles, 24(8), pp.1242-1253.
  18. Kim, M.(1999). "The characteristics of clothing buying behavior under the refund policy of U.S. stores", Journal of the Korean Society of Clothing and Textiles, 23(3), pp.361-372.
  19. G. B. Sproles, E. L. Kendall(1986), "A methodology for profiling consumers' decision- making styles", The Journal of Consumer Affairs, 20, pp.267-279. https://doi.org/10.1111/j.1745-6606.1986.tb00382.x
  20. J. X. Fan, J. J. Xiao(1998), "Consumer decision- making styles of young adult Chinese", The Journal of Consumer Affairs, 32, pp.275-294. https://doi.org/10.1111/j.1745-6606.1998.tb00410.x
  21. J. K. May(1982), "Clothing practices of Oregon 4-H youth: Purchase, daily selection, and care", Oregon State University master's dissertation.
  22. Lee, S. H(2007), "Clothing deprivation and clothing decision factors in Korean college women", Journal of Fashion Business, 11(3), pp.69-78.
  23. Lee, S., P. V. Ulrich, L. J. Connell(2007), "Tween Girls and Their Mothers: Clothing Decision Criteria and Body Satisfaction", Journal of the Korean Society of Clothing and Textiles, 31(12), pp.1689-1699. https://doi.org/10.5850/JKSCT.2007.31.12.1689
  24. K. Chan(2006), "Young consumers and perception of brands in Hong Kong: a qualitative study", Journal of Product & Brand Management, 15(7), pp.416-426. https://doi.org/10.1108/10610420610712793
  25. M. Gobe(2001), Emotional branding, New York: All worth press, p.12.
  26. C. Coates(1997), Designer fact file: a guide to setting up a designer fashion business, London: British Fashion Council, p.37.
  27. F. Gilmore, S. Dumont(2003), Brand warriors: China, London: Profile Books, p.68.