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

The Korean Society of Clothing and Textiles (한국의류학회)
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The Effects of Mothers' Childrearing Attitudes on Consumer Socialization and the Evaluation of Children's Character Fashion Products

어머니의 양육태도가 소비자사회화와 아동용 캐릭터 패션제품의 평가에 미치는 영향

  • Kang, Keang-Young (Dept. of Fashion, Hoseo University) ;
  • Jin, Hyun-Jeong (Dept. of Science & Technology Education for Life, Seoul National University of Education)
  • 강경영 (호서대학교 패션학과) ;
  • 진현정 (서울교육대학교 생활과학교육과)
  • Received : 2013.05.08
  • Accepted : 2013.07.01
  • Published : 2013.07.31
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Abstract

Diverse characters have been recently used in fashion products for children. The degree to which parents accept children's opinions or attitudes when they engage in dialogue may be connected with consumer socialization and affect the criteria for the evaluation of character fashion products. This study examined the effects of mothers' childrearing attitudes on consumer socialization and the evaluation criteria for character fashion products for children. A questionnaire was conducted via the Internet on 310 mothers with children aged between four and twelve. The results of the study showed: First, childrearing attitudes were divided into four dimensions: hostility, autonomy, acceptance, and control. Consumer socialization was divided into communication in regards to consumption, consumption control, and the awareness of social relations. The evaluation criteria for character fashion products for children were divided into educational/utilitarian values, emotional values, and social values. Second, mothers were divided into an acceptance group, a moderation group, and a hostility group based on childrearing attitudes. The group with hostile childrearing attitudes had control over their children's consumption and were conscious of others in the process of consumption. The group with accepting childrearing attitudes considered educational/utilitarian values and emotional values when they purchased character fashion products for children. The group with hostile childrearing attitudes considered social values. Third, autonomous childrearing attitudes had the largest influence on communication in regards to consumption. Controlling childrearing attitudes had the largest influence on consumption control and the awareness of social relations. Controlling childrearing attitudes had the largest influence on social/utilitarian and emotional values; however hostile childrearing attitudes had the largest influence on social values.

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