Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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Impact of Consumer Innovativeness on Fashion Consumption Propensity and Clothing Satisfaction - Focusing on Female Smart Phone Users in 20's and 30's -

소비자 혁신성이 패션소비성향과 의복 만족도에 미치는 영향 - 20-30대 여성 스마트폰 사용자를 중심으로 -

  • Je, Eun-Suk (Dept. of Clothing & Textiles, Sookmyung Women's University)
  • 제은숙 (숙명여자대학교 의류학과)
  • Received : 2012.02.29
  • Accepted : 2012.07.17
  • Published : 2012.08.31
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Abstract

This study explored an impact of consumer innovativeness on fashion consumption propensity and clothing satisfaction, focusing on female consumers in 20's and 30's. Specifically, the smart phone users had been the subjects of study because they accept new things earlier than others. The collection of data was carried out for one month in September 2011, and a total of 390 copies were used for final analysis. A statistical package SPSS 16.0 was used for analysis of data. First, the impact of innovativeness on fashion consumption propensity was explored. It was found that the innovativeness has impact on ostentation-seeking propensity and personality-seeking propensity. The impact of innovativeness on the clothing satisfaction was explored. It was found that the innovativeness has negative impacts on tangible value satisfaction and intangible value satisfaction. Second, it was found that if an innovative consumer has less ostentation-seeking propensity and less personality-seeking propensity, the innovative consumer gets more satisfaction from tangible value of clothes. On the other hand, if an innovative consumer has less ostentation-seeking propensity, the innovative consumer gets more satisfaction from intangible value of clothes. Third, the differences in consumer innovativeness, fashion consumption propensity and satisfaction dependent on the age of consumers were explored. In innovativeness and fashion consumption propensity, fashion-seeking propensity and personality-seeking propensity had significant differences between different age groups. In satisfaction, tangible value satisfaction had significant difference between different age groups. However, there was no significant differences between different age groups in ostentation-seeking propensity, economy-seeking propensity and intangible value satisfaction.

Keywords

References

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