International Journal of Costume and Fashion

  • 제10권1호
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  • Pages.47-66
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  • 2010
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  • 2233-9051(pISSN)
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  • 2288-7490(eISSN)
한국복식학회 (The Korean Society of Costume)
권호 표지

New Elderly Consumers' Fashion Innovativeness and Monthly Spending on Clothing : Focusing on Moderating Role of Materialism

  • 발행 : 2010.06.30
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초록

New elderly consumer market composed of consumers 50 years or older has both resemblance and difference with younger fashion market. This study aimed to examine the effect of socio-demographic and psychological factors on fashion innovativeness and monthly spending on clothing of new aged elderly consumers with the moderating role of materialism. The study found that socio-demographic factors tended to have direct effects on clothing spending, while psychographic factors have both direct effect and indirect effect through fashion innovativeness. The mediating role of fashion innovativeness in predicting clothing spending was found to be moderated by materialism of new elderly consumers. Marketing implications and limitations were discussed.

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