Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Fashion Consumers' Gossip Behavior Tendency

패션 소비자들의 가십(Gossip) 행동성향에 관한 연구

  • Lee, Seung-Hee (Dept. of Clothing & Textiles, Ewha Womans University) ;
  • So, Ji-In (Dept. of Clothing & Textiles, Ewha Womans University)
  • 이승희 (이화여자대학교 의류학과) ;
  • 소지인 (이화여자대학교 의류학과 대학원)
  • Received : 2011.05.16
  • Accepted : 2011.08.08
  • Published : 2011.09.30
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Abstract

The purpose of this study was to examine consumers' gossip behavior tendency with regard to collectivism and public self-consciousness. Three hundred fifty-five college students (male: 123, female; 227) in the 20s age group participated in this study. For data analysis, descriptive statistics, multiple regression, t-test, Pearson's Correlation, and Cronbach's Alpha were used to test the research questions. As the result, first, those who had a higher score on collectivism had higher gossip behavior tendency than those who had a lower score. Second, those who had a higher public self-consciousness had higher gossip behavior tendency than those who did not. Third, female students showed more gossip behavior tendency than male students did. Finally, all three variables (collectivism, public self-consciousness, and gender)) did affect on gossip behavior tendency among college students. Out three variables, collectivism affected on gossip behavior tendency the most. These results would provide useful information for fashion marketers to understand fashion consumers better. Based on these results, fashion marketing strategies such as WOM (word-of-mouth) marketing strategy would be provided to fashion retailers or marketers.

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References

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