Korean Journal of Human Ecology (한국생활과학회지)

Korean Association of Human Ecology (한국생활과학회)
권호 표지
DOI QR코드

DOI QR Code

The Effect of Ambivalent Fashion Consuming Tendency on Continuous Information Search and Fashion Store Selection

양면적 패션소비성향이 지속적 정보탐색과 패션점포선택에 미치는 영향

  • Kim, Ju Hee (Dept. of Fashion Design & Merchandising, Kyungsung University)
  • Received : 2015.07.20
  • Accepted : 2015.08.20
  • Published : 2015.08.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study examined the effect of ambivalent fashion consuming tendency on continuous information search and fashion store selection. Surveys period was from Jan. 8th to Jan. 20th in 2014. The subjects of this study were the young 218 women who had the shopping experiences with ambivalent fashion consuming tendency in their 20s of Pusan and Kyung-nam. These surveys referred to the relevant preceding researches and were completed by some pilot researches (focus group interview, paper-pencil test). The data was analyzed by frequency analysis, reliability analysis (Cronbach's ${\alpha}$), factor analysis and regression analysis. The main results of this study were summarized like following: First, this study was based on the definition and characteristics of the ambivalent fashion consuming tendency. The current ambivalent fashion consuming tendency consisted of price ambivalence, trend ambivalence and brand ambivalence. The consumer's demographic characteristics affected trend ambivalence, brand ambivalence. Second, continuous information search was composed of entertaining information search and rational information search. Third, ambivalence fashion consuming tendency had a strong influence on continuous information search (information search and share activity). Forth, the price ambivalence, trend ambivalence and brand ambivalence, which is the factors of ambivalent fashion consuming tendency, significantly impacted on selecting the fashion store. In conclusion, ambivalent fashion consuming tendency is main related factor impacting on continuous information search and fashion store selection.

Keywords

References

  1. Andrew, O., Gerald, I. C., & Allan, C. (1988). The cognitive structure of emotion. Cambridge: Cambridge University Press.
  2. Beatty, S. E. & Smith, S. M. (1987). External search effort: an investigation across several product categories. Journal of Consumer Search, (June), 83-95.
  3. Bell, D. R., Ho, T. H. & Tang, C. S. (1998). Determining where to shop: fixed and variable costs of shopping. Journal of Marketing Reserch, 35(August), 352-369. https://doi.org/10.2307/3152033
  4. Bleuler, E. (1950). Dementia praecox or the group of schizophrenias. New York: International University Press.
  5. Bloch, P. H., Sherrell, D. S., & Ridgway, N. M. (1986). Consumer search: an extended framework. The Journal of Consumer Research, 13(1), 119-126. https://doi.org/10.1086/209052
  6. Choi, M. Y. (2010). A study on the explanatory variables of internet ongoing information search behavior. Journal of the Korean Society of Clothing and Textiles, 34(9), 1527-1537. https://doi.org/10.5850/JKSCT.2010.34.9.1527
  7. Choi, S. H. (2002). Ambivalence of the consumption market. Samsung Economic Research Institute, Issue Paper September 1-24 .
  8. Chung, H. S. & Rhee, E. Y. (2002). Competitve structure analysis among fashion stores by consumers' patronage mix behavior. Journal of the Korean Society of Clothing and Textiles, 26(9/10), 1354-1365.
  9. Davis, F. (1992). Fashion, culture, and identity. Chicago: The University of Chicago Press.
  10. Ha, J. K. & Kim, J. H. (2009). A study of college students' brand choice behaviors. Korean Association of Human Ecology, 18(1), 181-188. https://doi.org/10.5934/KJHE.2009.18.1.181
  11. Je, E. S. (2012). The study on satisfaction and intent to reuse by type of advertisement as a result of internet fashion information search. Journal of Fashion Business, 16(2), 62-73. https://doi.org/10.12940/jfb.2012.16.2.062
  12. Jo, S. J. (2002). Clothing stores typed mix of stores and consumer behavior Patronage. Unpublished master's thesis, Seoul National University.
  13. Jun, J. H. & Rhee, Y. S. (2010). The relationship of ambivalent clothing consuming behavior, value and value-conscious consumption. Journal of the Korean Society of Clothing and Textiles, 34(9), 1491-1503. https://doi.org/10.5850/JKSCT.2010.34.9.1491
  14. Kim, E. Y. (2008). Ambivalence of the fashion brand. Journal of Distribution, 3(164), 28-31.
  15. Kim, E. Y. & Hwang, J. S. (2012). The effect of ambivalent shopping value on online word of mouth and purchase behavior of fashion products. Journal of Korea Society of Design Forum, 37, 299-314.
  16. Kim, H. S. (2008). Lifestyle and clothing consumption value between groups depending upon ambivalent consumption. Unpublished master's thesis, Konkuk National University.
  17. Kim, J. H. & Rhee, E. Y. (2007). A study on ambivalent consumption in the purchase behavior of apparel products. Journal of the Korean Society of Costume, 57(2), 172-189.
  18. Kim, J. Y. & Rhee, E. Y. (2004). The influence of service quality, product quality, price on store patronage for apparel stores. Journal of the Korean Society of Clothing and Textiles, 28(1), 12-21.
  19. Kim, S. H. (2008). The difference of clothing shopping orientation structure by the type of store preferred. Journal of the Korean Society of Clothing and Textiles, 32(3). 373-384. https://doi.org/10.5850/JKSCT.2008.32.3.373
  20. Kim, S. H. (2010). Complex shopping behavior of economic consumers - focused on shopping orientation and store selection criteria -. Journal of the society of fashion & textile industry, 12(5), 683-693. https://doi.org/10.5805/KSCI.2010.12.5.683
  21. Kim, S. H. & Rhee, Y. S. (2001). A study on the relationship between the fashion leadership and the characteristics of the shopping-related behavior. Journal of the Korean Society of Clothing and Textiles, 25(1), 162-172.
  22. Kim, Y. S. (2001). Study on store selection and buying behavior of the consumer type clothing shopping orientation. Unpublished master's thesis, Silla University
  23. Kotler, P. (1984). Marketing management: analysis, planning and control(5th ed.). Englewood Cliffs, NJ: Prentice Hall.
  24. Lee, C. H. (2015. 06. 04). Very expensive or very cheap or, even buying clothes 'consumption polarization' , Asian economies.
  25. Lee, K. S. (2001). (The) effect of brand, store types and price discounts in clothing on consumers' product evaluations. Unpublished master's thesis, Seoul National University.
  26. Lee, M. G. (1998). Study on the continuous involvement and situational involvement under the consumer information about navigation. Journal of Korean academy of marketing science, 1, 31-155.
  27. Lee, S. G. (2003). Human two sides, attention is directed to their properties, Advertising Information, (1), 52-56.
  28. Lee, S. H. & Jo, S. N. (2007). The effects of multi-shop's store image on the store loyalty and brand switching behavior. The Korean Home Economics Association, 45(1), 51-61.
  29. Lee, Y. S. (1991). Consumer involvement of clothing and external information search. Unpublished doctoral dissertation, Seoul National University, Korean.
  30. Lee, Y. Y. (1997). Fashion marketing. Gyomunsa.
  31. LG Economic Research Institute. (2005). 2010 Republic of korea trend. Seoul: Korea Economic Daily Hankyong BP.
  32. Lim, H. J. & Hong, K. H. (2004). A study on information search and impulse buying behavior according to the internet clothing shopping motives. Journal of Korean Society of Clothing and Textiles, 28(8), 1065-1075.
  33. Lim, J. W., Kim, J. I., Hong, S. T. & Lee, Y. J. (2006). Consumer behavior(3rd Edition), - Understanding and strategic use of marketing. Seoul: Kyeongmunsa.
  34. Moon, H. K. & Choo, H. J. (2008), The effects of clothing consumption valueson ambivalent clothing consuming behavior. Journal of the Korean Society of Costume, 58(2), 1-14.
  35. Nahm, M. W. (2005). The effect of value orientations, price perceptions on on-going Search Behaviors. International Costume Conference proceeding, Oct. 22, 198-199.
  36. Otnes, C., Lowrey, T. M. & Shrum, L. J. (1997). Toward an understanding of consumer ambivalence. Journal of the Academy of Marketing Science, 13(2), 139-151.
  37. Park, E. H. (2009). A study on the ambivalence of fashion product consumers, Unpublished doctoral dissertation, Kyungpook National University Daeu, Korea.
  38. Park, E. H. (2012). The effects of sociocultural attitude toward appearance and pursuit of clothing benefits of ambivalent consumption of fashion product. Journal of Fashion Business, 16(1), 137-149.
  39. Park, J. J. & Lee, J. H. (2013). Fashion retailing store type attractiveness, direct estimates, indirect estimates approach with multiple scale items, intra-store type competition model, inter-store type competition. Journal of the Korean Society of Clothing and Textiles, 37(1), 76-89. https://doi.org/10.5850/JKSCT.2013.37.1.76
  40. Park, J. K., Lee, H. J. & Lee, K. H. (2012). Differences in store selection criteria and store visits according to consumers' shopping values. The International Journal of costume culture, 20(6), 883-894. https://doi.org/10.7741/rjcc.2012.20.6.883
  41. Polegato, R. & Wll, M. (1980). Information seek by fashion opinion leaders and followers. Home Economics Research Journal, 8(5), 327-338. https://doi.org/10.1177/1077727X8000800504
  42. Ryou, E. J. & Lim, S. J. (1998). A Study on consumer's value systems and clothing behavior. Journal of the Korean Society of Clothing and Textiles, 22(6), 749-759.
  43. Shin, S. H. (2004). A study on the difference of ambivalence between groups depending upon consumer's innovative adoption: Focusing on new products of non-durable goods. Unpublished mater's thesis, Seoul National University, Seoul, Korea.
  44. Shin, S. Y. & Na. H. J. (2003). A study on the shopping orientation and the importance of store attributes of luxury band consumer according to patronage store. The International Journal of Costume Culture, 11(4), 474- 486.
  45. Shin, Y. W., Noh, J. Y., Kim, Y. T., Park, S. B. & Koh, A. R. (2010). A study on factors research on clothing consumption ambivalent behavior. Journal of Korean Society of Clothing and Textiles, Conference Proceedings, 143.
  46. Sincoff, J. B. (1990). The psychological characteristics of ambivalent people. Clinical Psychology Review, 10(1), 43-67. https://doi.org/10.1016/0272-7358(90)90106-K
  47. Spiggle, S. & Murphy, A. S. (1987). A choice sets model of retail selection. Journal of Marketing, 51, 97-111. https://doi.org/10.2307/1251132
  48. Suck, H. J., Park, S. H. & Lee, J. E. (2011). Shopping motives, information search and behavioral intentions of internet fashion consumers. The Korean Society for Clothing Industry, 35(8), 918-932.