Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
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The study of the relationship among materialism, clothing shopping orientation and clothing impulse buying

물질주의, 의류쇼핑성향, 의류충동구매간의 관계

  • Chung, Misil (Home Economics Education of Dongguk University Gyeongju Campus)
  • 정미실 (동국대학교 경주캠퍼스 가정교육과)
  • Received : 2015.07.06
  • Accepted : 2015.12.01
  • Published : 2015.12.31
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Abstract

The purpose of this study was to examine the influence of materialism and clothing shopping orientation on clothing impulse buying. The subjects were 309 female college students in Gyeongsang provinces. The obtained data were analyzed by reliability analysis, frequency, factor analysis, correlation analysis and regression analysis. The major results of this study were as follows: First, two factors of materialism were identified: happiness pursuit materialism and possession pursuit materialism. Second, two factors of clothing shopping orientation were identified: conspicuous shopping orientation and hedonic shopping orientation. Third, a significant positive correlation was found among two factors of materialism, two factors of clothing shopping orientation, and clothing impulse buying. Fourth, possession pursuit materialism influences clothing impulse buying through conspicuous shopping orientation. Fifth, happiness pursuit materialism influences clothing impulse buying through hedonic shopping orientation.

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References

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