Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
권호 표지
DOI QR코드

DOI QR Code

A Study of College Students' Consumption Behavior from the Midwest(Yunnam) in China(Part I): The Effects of Materialism on the Consumers's Attitudes and Clothing Purchase Behaviors

중국 중서부 지역(운남성) 대학생들의 소비행동 연구(제1보): 물질주의성향에 따른 소비자태도와 의복구매행동분석

  • Lee, Okhee (Dept. of Fahsion Design, Sunchon National University) ;
  • Kang, Youngeui (Dept. of Fahsion Design, Sunchon National University)
  • 이옥희 (순천대학교 인문예술대학 패션디자인학과) ;
  • 강영의 (순천대학교 인문예술대학 패션디자인학과)
  • Received : 2013.11.01
  • Accepted : 2014.01.17
  • Published : 2014.02.28
Download PDF
⟨ Previous Next ⟩

Abstract

This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.

Keywords

References

  1. Belk, R. W. (1984). Three scales to measure constructs related to materialism: Reliability, validity, and relationships to measures of happiness. Advances in Consumer Research, 11, 291-297.
  2. Belk, R. W. (1985). Materialism: Trait aspects of living in the material world. Journal of Consumer Research, 12, 265-280. https://doi.org/10.1086/208515
  3. Belk, R. W., & Zhou, N. (1987). Learning to want things. Advances in Consumer Research, 14, 478-481.
  4. China Cheongdo, please attention to the market of high price and fine article. (2013. September 2). Hanaro news. Retrieved October 16, 2013, from http://www.e-hanaro.com
  5. Choi, E., Hong K., & Lee Y. (2010). Korean consumers' perceptions toward luxury products. Journal of Fashion Business, 14(5), 195-215.
  6. Choi, S. (2001). A study on the attitude toward fashion luxury products. The Costume culture Association, 9(6), 842-854.
  7. Choi, S., & Rhee, E. (1994). The types of emotion experienced in the process of wearing clothes. Journal of the Korean Society of Clothing and Textiles, 18(3), 395-409.
  8. Country information. (2013. June). KOTRA. Retrieved August 6, 2013, from http://www.globalwindow.org
  9. Economy 5 organization, get industry constitution strengthen plans. (2013. June 28). KCCI Retrieved July 2, 2013, from http://www.korcham.net
  10. Evaluation for 10years to China WTO joining. (2011. December 2). KITA. Retrieved July 15, 2013, from http://china.kita.net
  11. Evaluation to light landing criticism of Chinese economy. (2011. August 4). KITA. Retrieved July 16, 2013, from http://china.kita.net
  12. Expanding consumer's market of China, it must cope with the change of consumption structure. (2012. September). Hankyung Asset Management, No.88, Retrieved October 15, 2013, from http://www.magazine.hankyung.com
  13. Export extension, the answer make inroads into the domestic market of Chinese. (2013. July 11). MOTIE. Retrieved August 7, 2013, from http://motie.korea.kr
  14. Faber, R. J., & O'Guinn, T. C. (1988). Compulsive consumption and credit abuse. Journal of Consumer Policy, 11, 97-109. https://doi.org/10.1007/BF00411522
  15. Grossman, G. M., & Shapiro, C. (1988). Counterfeit-product trade. The American Economic Review, 78(Mar.), 59-75.
  16. Grubb, E. L., & Grathwohl, H. L. (1967). Consumers self-concept, symbolism and market behavior: A theoretical approach. Journal of Marketing, 31(Oct.), 22-27.
  17. Hirshman, E. C., & Holbrook, M. B. (1982). The experiential aspects of consumption: consumer fantasies, feelings, and fun. Journal of Consumer Research, 9(Sep.), 132-140. https://doi.org/10.1086/208906
  18. Holbrook, M. B., & Moore, W. L. (Eds.). (1981). Cue configuality in esthetic responses, in sv-symbolic consumer behavior. New York, NY: Association for Consumer Research.
  19. Hudson, L. A., & Murray, J. B. (1986). Methodological limitations of the hedonic consumption paradigm and a possible alternative: A subjectivist approach. Advanced in Consumer Research, 13, 343-348.
  20. Jang, Y., Park, N., & Park, J. (2009). A comparative study Korean and Chinese apparel attributes according to the shopping values of college students. Journal Korean Society of Clothing & Textile, 33(8), 1215-1226. https://doi.org/10.5850/JKSCT.2009.33.8.1215
  21. Jeong, J. (2012). The change and suggestion of china consumers' pattern. Cheju Development Forum, 41, 29-37.
  22. Joung, J., Joung, S., & Cha, K. (2003). Materialism, conspicuous consumption, and preference for imported luxury brands among college students. Korean Home Management Association, 21(5), 181-192.
  23. Kaiser, S. (1985). The social psychology of clothing and personal adornment. New York, NY: Macmillan.
  24. Kang, D., Lee, S., & Whang, S. (2010. November 23). The change and suggestion of China dependant degree of Korea economy after financial crisis. KIET Industrial Economic Review No. 491 Retrieved July 16, 2013, from http://www.kiet.re.kr
  25. Kim, J., & Yoo, T. (2008). The relations between brand attachment and brand loyalty with regrard to symbolic consumption propensity toward fashion goods. Industrial Fashion & Textile Research Journal, 10(4), 499-505.
  26. Kim, Y. [Yongsook]. (2003). A comparative study on the materialism and clothing attitudes of Korean and Chinese university students. Journal of the Korean Society of Costume, 53(8), 11-20.
  27. Kim, Y. [Yangha]. (2005). A multi-level analysis of symbolic consumption behavior in Korean society: Based on socio-demographical, individual and social approaches (Unpublished doctoral dissertation). Chungang University, Seoul, Korea.
  28. Kim, Y. [Youngsook], Lee, K., & Kim, M. (2005). A study in the propensity for symbolic consumption of adolescents. Korean Journal of Human Ecology, 14(2), 277-292.
  29. Ko, E. (2001). The effect of materialism and agent of socialization on the symbolic consumption in clothing. Journal of the Korean Society of Clothing and Textile, 28(12), 1562-1570.
  30. Ko, E., & Song, Y. (2004). Entry to Chinese market for Korean brands: Current situations of marketing strategies. Journal Korean Society of Clothing & Textile, 28(2), 21-223.
  31. Lee, H. (1989). Inquired research about symbolic consumer behavior. Hongik Business Review, 12, 209-245.
  32. Lee, K. (2007). A economical growth rate of Chinese? 11%$\rightarrow$9%$\rightarrow$7%. KDI Country Economy, 10, 10-12.
  33. Lee, M. (2009). A student on the semiotic approach of logo in imported fashion luxury brands. Journal of Fashion Business, 13(2), 1-16.
  34. Lee, O. (1997), The effect of materialism, reference group, and social stratification on the symbolic consumption in clothing (Unpublished doctoral dissertation). Chungang University, Seoul, Korea.
  35. Lee, O. (2002). A study on clothing behavior of male college students in China. The Costume Culture Association, 10(1), 89-101.
  36. Lee, S., & Piao, H. (2011). Chinese consumers' perception toward Korean fashion brands: Comparison among Beijing, Shanghai, & Yanji. Journal of Fashion Business, 15(4), 155-166.
  37. Lee, S., & Shin, C. (2002). An exploratory study on fashion counterfeits purchasing among female college students: Materialism and shopping value. Journal of the Korean Society of Clothing and Textiles, 26(11), 1537-1546.
  38. Lee, Y. [Yeuja]. (1992). The effect of TV Advertisement on materialism. Korean Association for Advertising and Public Relation, Spring, 257-283.
  39. Lee, Y. [Yunkung], & Hwang, S. (2000). The influence of materialism, price and point of purchase advertisement on consumers' purchasing behavior: Focused on discount Jeans. Journal of the Korean Society of Clothing and Textiles, 24(6), 884-894.
  40. Lim, E. (2005), A study on the famous fashion brand preference and purchasing behavior according to materialism and ostentatious consumption of university students (Unpublished master's thesis). Chosun University, Gwangju, Korea.
  41. Min, D. (1999). Qualitative research about symbolic consumption of clothing (Unpublished doctoral dissertation). Seoul University, Seoul, Korea.
  42. Nam, Y. (2006). What's a fine article-the birth and secret of success to fine article brand. Retrieved, from http://www.seri.org
  43. Park, C. (1993). A study on advertisement reception and materialism of youth. Studies on Korean Youth, 14(9), 45-63.
  44. Park, H. [Hyesun]. (2007). The effect of materialism and conspicuous consumption on purchase of fashion luxury goods and counterfeits. Korean Association of Human Ecology, 16(1), 103-10. https://doi.org/10.5934/KJHE.2007.16.1.103
  45. Park, H. [Hyejung], & Jeon, K. (2004). Materialism and attitude toward purchasing foreign luxury brands: The moderating effect of consumer ethnocentrism. Journal of the Korean Society of Clothing and Textiles, 28(9/10), 1197-1207.
  46. Park, S. (2011). New wave of China consumers' market. Retrieved from http://www.kpmg.com
  47. Richins, M., & Dawson, S. (1992). A consumer values orientation for materialism and its measurement: Scale development and validation. Journal of Consumer Research, 19(3), 303-316. https://doi.org/10.1086/209304
  48. Shin, S., & Ryu, M. (2000). Product evaluation on consumers' buying behavior of domestic & imported golf wear brands. Journal of the Korean Society of Clothing and Textiles. 24(5), 772-783.
  49. Solomon, M. R. (1983). The role of products as social stimuli: A symbolic interaction perspective. Journal of Consumer Research, 10(9), 319-329. https://doi.org/10.1086/208971
  50. Ward, S., & Wackman, D. (1971). Family and media influences on adolescent learning. American Behavioral Scientist, 14(3), 415-427. https://doi.org/10.1177/000276427101400315
  51. Wong, N. (1997). Suppose you own the world and no one knows? conspicuous consumption, materialism and self. Advanced in Consumer Research, 24, 197-203.

Cited by

  1. A Comparative Analysis on the Competitiveness of the Korean, Chinese and Japanese Fashion Industries: The Generalized Double Diamond Model Approach vol.18, pp.6, 2014, https://doi.org/10.12940/jfb.2014.18.6.67
  2. A Study of College students's Consumer Behavior of the Midwest(Yunnam) in China(Part II): The Consumer's Traits of Market Segmentation Based on the Apparel Benefits vol.18, pp.4, 2014, https://doi.org/10.12940/jfb.2014.18.4.97
  3. 한·중 패션제품 소비자 불평행동의도에 미치는 영향요인 분석(I) -불평행동 특성을 중심으로- vol.21, pp.1, 2017, https://doi.org/10.12940/jfb.2017.21.1.112
  4. 우즈베키스탄 유학생들의 의복 구매행동에 관한 연구(1) -의복 착용실태와 한국 패션제품 구매의도에 미치는 영향요인 분석- vol.23, pp.1, 2019, https://doi.org/10.12940/jfb.2019.23.1.25
  5. 우즈베키스탄 유학생들의 의복 구매행동에 관한 연구(II) -패션 라이프스타일을 중심으로- vol.23, pp.5, 2019, https://doi.org/10.12940/jfb.2019.23.5.67
  6. 중국 여성의 물질주의 가치가 의복쇼핑성향과 충동구매행동에 미치는 영향 - 밀레니얼 세대를 중심으로 - vol.23, pp.2, 2021, https://doi.org/10.30751/kfcda.2021.23.2.1
  7. The Effects of Clothing Consumption Value on Chinese Consumers' Fashion Rental Service Preferences : The Moderating Effect of Materialism and Self-Monitoring vol.71, pp.4, 2014, https://doi.org/10.7233/jksc.2021.71.4.032