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

The Korean Society of Clothing and Textiles (한국의류학회)
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Effect of Self-image Pursuit by Female Consumers on Clothing Purchase Value and Fashion Images

여성 소비자의 자기 이미지 추구가 의류 소비 가치 및 패션 이미지에 미치는 영향

  • Yoon, DoohAh (Dept. of Clothing & Textiles, Sookmyung Women's University) ;
  • Lee, Seunghee (Dept. of Clothing & Textiles, Sookmyung Women's University)
  • 윤두아 (숙명여자대학교 의류학과) ;
  • 이승희 (숙명여자대학교 의류학과)
  • Received : 2015.01.05
  • Accepted : 2015.05.04
  • Published : 2015.08.31
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Abstract

This study verified the effect of self-image pursuits by female consumers for clothing purchase values and fashion images as well as the role of age regulations as a measurement invariance. We surveyed 717 women aged 20-60 residing in Seoul, Gyeonggi province and Incheon city. The survey showed that pursuit affects clothing purchase values, which subsequently affect fashion images. However, expressive value was not shown to affect urban style fashion images for clothing purchase values. Age (one of main parameters for market segmentation) was also shown not regulate the effect of self-image pursuits on clothing purchase values and fashion images. The results of this study can provide fundamental data to establish fashion image-based marketing to help predict consumer's purchase behavior and suggest practical advice for effective marketing strategies by applying marketing based on differentiated fashion images to fashion marketing programs.

Keywords

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