• Journal of the Korean Society of Costume
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• v.50 no.6
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• pp.59-72
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• 2000

The Purpose of this study is to determine the effect of new generation adolescents' clothing consumption values on their evaluation of clothing products. In the positive analysis, a questionnaire survey was conducted. Particularly, based on Sheth's (1991) theory, a focus group Interview was performed to develop the questionnaire on adolescents' clothing consumption values. The results of this study can be summarized as follows: First, young consumers have different values and clothing purchasing behavior from adults. To be specific, adolescents tended to appreciate fashionable and sensual values among clothing consumption values. Second, it was found that adolescents'personal values and their group-wise clothing consumption values affected their evaluation of clothing products. Such a finding may explain the relationship between value system and purchasing decisions. Namely, adolescents' evaluation of clothing products is affected by their value system. This finding supports the consumer value system suggested by the "expectation-value" theory. Thus, values and clothing products evaluation are neither separated from each other nor unrelated, but they affect each other in an abstract hierarchial structure. After all, through the route model, personal values affect clothing consumption values, which in turn affect clothing products evaluation. Besides, the clothing consumption values are affected by gender directly or indirectly. All in all, some specific indices regarding the abstract and hierarchial consumption values could be offered by analyzing the effects of adolescents' consumption values on their evaluation of clothing products in reference to the external clues of price and trademark manipulated, and thereby, the effects of consumption values on the positive clothing products evaluation could be determined in general.n general.

• The Research Journal of the Costume Culture
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• v.15 no.5
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• pp.810-824
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• 2007

The purpose of this study was to examine the women consumers' pursued clothing images and consumption values according to the value system. The data was obtained from questionnaires filled out by 305 women living in Seoul and Gyung-gi. For data analysis, factor analysis, cronbach's alpha, ANOVA and cluster analysis were used. The results of this study were as follows: First, value, pursued clothing images and clothing consumption values were consisted of various factors. Second, women's values influenced on the pursued clothing images and clothing consumption values. Third, according to value factors, women classified into four groups, And they showed different pursued clothing images and consumption values. Also they were differentiated with shopping frequency and age. Therefore, value system was the important factor which can suggest the women's pursued clothing images and consumption values and marketer should know the value system of targeting consumers.

• Journal of the Korean Society of Costume
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• v.58 no.2
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• pp.1-14
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• 2008

This study aimed to investigate the associations between clothing consumption values and the ambivalent clothing consuming behavior of young female adults. To explain the ambivalent consuming behavior prevailing in the contemporary fashion market, five dimensional consumption values proposed by Sheth(1991) were adopted as explanatory factors, and fashion leadership and spending were included as moderating factors. Data collecting using written survey instrument yielded one hundred and seventy two complete responses from female consumers aged between 20 and 39. Factor analysis on clothing consumption values resulted in five dimensional structures of consumption values for the sample: expressive, epistemic, functional, social, and fashionable values. Among these, expressive, functional, and social values significantly affected ambivalent consuming behavior. The effect of expressive value was strong regardless of fashion innovativeness, opinion-leadership, and monthly income of consumers, however, the effects of epistemic, functional, and social values were changed depending on the moderating factors.

• Journal of Families and Better Life
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• v.26 no.5
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• pp.241-257
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• 2008

The purpose of this study waw to investigate the effect of consumer knowledge of adolescents, money attitudes and consumption values on rational consumption behavior and the direct and indirect effects of these variables on rational consumption behavior. The subjects of this study were 524 students who were in the first grade and second grade of high school in Daegu. Multiple Regression Analysis and Path Analysis were employed for the data analysis. The major findings of this study were as follows: First, the knowledge of money management, the purchase knowledge and the consumerism knowledge effected on the money attitude, which regarded money as an instrument of future safety. Among these, it was found that the money management knowledge had the highest affect on this money attitude. The result suggests that the consumer knowledge affects desirable money attitude which regarded money as an instrument of future safety, and then consumer education influences positively money attitude. Second, the money attitude which regarded money as an instrument of future safety affected consumption values most, and the money attitude which regarded money as a means for approval of another person affected the ostentation, the conformity, the discrimination and the aesthetic enjoyment of consumption values. Third, the present study showed that the money attitude which regards money as an instrument of future safety and the economical consumption values were the important factor which affecting each subdimension of the rational consumption behavior. The result suggests the adolescents, who managed money well, saved it for the future, and saved the resources as much as possible when consuming, behaved rational and planned way through all process all process all consumption behaviors. Fourth, the consumer knowledge did not affect the rational consumption behavior directly, but indirectly through the money attitude and the consumption values. Therefore, the consumer knowledge, the money attitude and the consumption values were the important factor for the rational consumption behavior, and it revealed money attitude and consumption values played role as mediate variable. This study results suggest the consumer knowledge that adolescent have learned in school was theoretical and abstract, so it does not affect directly the rational consumption behavior. However these consumer consumption values affect the consumption behavior.

• Journal of Fashion Business
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• v.16 no.4
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• pp.166-185
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• 2012

This study aims to examine the effects of talent types and appearance affect perception on the clothing consumption values in 367 adults(female and male). The present study is the first to consider both talent types and the appearance affect perception on the clothing consumption values correlates to appearance management behaviour. As a results, the talent type of 367 respondents was mean=3.324. The highest talent of 367 respondents was interpersonal talent, the lowest talent was logical-mathematical talent among 8 talent types. The effects of 8 talent types on 5 clothing consumption values were significant on the regression analysis, specifically the results showed that the effects of linguistic, musical, interpersonal and intrapersonal talents among 8 talent factors on the clothing consumption value were significant. Regression results showed that if the practical and the inner-directed appearance affect perception factors among 3 appearance affect perception factors increase by one standard deviation, the social, political, aesthetic, and emotional clothing consumption values increase by each standardized efficient ${\beta}$. The effects of 8 demographic factors on 5 clothing consumption values were significant on the regression analysis, specially, occupation, monthly clothing allowance, income, and sex variables were significant, the results revealed that if the occupation factor(specialist and administrator) increases by one standard deviation, the social, political, aesthetic, and emotional clothing consumption values increase by each standardized efficient ${\beta}$. Finally, this study suggests that the 3 independent variables(talent types, appearance affect perception factors, and demographic factors) were predictors related to clothing consumption values. The higher the score, it was concluded that the independent variables were more active in clothing consumption behaviour.

• Human Ecology Research
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• v.58 no.2
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• pp.177-186
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• 2020

This study examined consumer experiences on consumption value for the restaurant service and the effect of consumption value on consumer satisfaction. Consumption value was composed of four values: functional, social, emotional, and epistemic. Participants consisted of 407 consumers who live in Shanghai and have experience eating at Haidilao restaurant. The results of this study suggested that the perceived consumption value of the restaurant service varies by the socio-demographic backgrounds of consumers. Consumer satisfaction is affected by the epistemic, emotional, and functional values of the restaurant service. The effect of epistemic value on consumer satisfaction with restaurant service was the highest among all consumption values followed by emotional and functional values. There was no significant effect of social value on consumer satisfaction. This study showed that consumers pursue various values in the restaurant services which had a greater influence on consumer satisfaction than the functional value related to the primary purpose of restaurant services. As the consumer experience diversifies along with the globalized food service industry, it is necessary to improve the consumer satisfaction of restaurant services by investigating what values and experiences consumers pursue. The results of this study contribute to a consumer-oriented service design of restaurants by illuminating consumers' experiences with consumption values that influence consumers' satisfaction with the overall restaurant service.

• Korean Journal of Community Nutrition
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• v.27 no.4
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• pp.309-320
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• 2022

Objectives: This study aimed to analyze the consumption values of fast foods among American consumers and compare the consumption values according to the levels of health consciousness. Methods: An online survey using a self-administered questionnaire was conducted on 351 American consumers. Based on the median health consciousness score (3.83 out of 5 points), the subjects were classified into the low health-conscious group (Low group) and the high health-conscious group (High group). Factor analysis was used to extract factors for the five consumption values (functional, social, emotional, conditional, and epistemic values). The differences in the consumption values between the two groups were analyzed. Results: A total of 14 factors were extracted for the five consumption values and 9 factors among them (convenience, healthiness, and taste in functional values; health-conscious people, young, busy, obese people, low class, and budget restricted people in social values; guilt in emotional values; accidental situations in conditional values) showed significant differences between the two groups. The Low group had a higher perception of the factor of healthiness (P < 0.001) than the High group. The High group had a relatively higher perception of the factors of convenience (P < 0.001), taste (P < 0.001), and guilt (P < 0.001). In addition, the High group perceived the social values of fast foods more negatively. The High group consumed fast foods less frequently than the Low group and perceived their health status and healthiness of eating habits more positively. Conclusions: The results reveal that the health consciousness level significantly influences consumption value perceptions about fast foods in American consumers. Policymakers and marketers can develop effective strategies based on the results of this study.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.6
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• pp.853-864
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• 2002

The purpose of this study was to measure consumption values and to investigate the differences in the process of decision making when purchasing apparel products among groups divided by consumption values. A self-administered questionnaire was distributed to 550 subjects in their 20's and 30's from Sepember 29th to October 25th in 2001; 463 were used for the data analysis. The results of this study were as follows; Consumption values were classified into five factors: Practical/functional value, Social/conformitive value, Subjective/aesthetic value, Epistemic value and Conspicuous value. Subjects were classified into 4 groups based on consumption values: the Conspicuous, the Epistemic, the Social/conformitive and the Indifferent. There were significant differences among the four groups in selected motives in the problem recognition process. Significant differences were found among the groups in own taste & personality in the information search process. Significant difference were also found in the importance of design, color, price, coordination, fashion and self-image in the alternative evaluation process.

• The Journal of Economics, Marketing and Management
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• v.9 no.4
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• pp.31-43
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• 2021

Purpose: This study investigated how consumption values influence consumers' purchasing decisions regarding environmentally friendly products. Based on the Consumption Values Theory, six dimensions of consumption values were defined: functional value-quality, functional value-price, emotional value, social value, conditional value, and epistemic value. In particular, the current study analyzed the differential impact of the environmentally friendly consumption values between two consumer groups - users and nonusers. By doing so, more effective marketing strategies can be applied to the target groups. Research design, data, and methodology: The online survey was conducted through Macromill Embrain in Korea to collect data from users vs. nonusers of environmentally friendly products. There were 215 usable responses in the users sample and 225 responses in the nonusers sample. Structural equation modeling (SEM) was performed by using AMOS 18.0. Results: The results revealed that four dimensions of consumption values, i.e., functional value-price, emotional value, conditional value, and epistemic value, positively influenced the users, while functional value-price and epistemic value positively influenced purchase intention toward environmentally friendly products among the nonusers. Conclusions: These results have important implications for applying effective marketing strategies for target consumers. Theoretical and practical implications are also discussed.

• Journal of Korea Technology Innovation Society
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• v.10 no.3
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• pp.458-485
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• 2007

This study aims to examine the effects of consumption values on digital convergence products buying behavior. Especially, this study examines the nature of consumption values that differentiate incremental innovation products from radical innovation product. We first categorize the convergence products into incremental innovation products and radical innovation products based on the degree of innovation, and then study the differences of consumption values of each product group. The empirical research is conducted on the premise that the consumer's value can play an important role in the process of selecting convergence product types. Although some factors related to function value has been accounted much of, various consumer values have not been studied in the context of convergence product consumption behavior. This research assumes that consumer choice behavior is a function of multiple consumption values such as functional value, social value, emotional value, and epistemic value. The result shows that consumption values of digital convergence products are made up of 4 consumption values-emotional, epistemic, social and functional values. Also, these consumption values affect the purchase intention of consumers. Purchase intention of radical innovation convergence products is affected by emotional value, epistemic value, and functional values. Purchase intention of incremental innovation convergence products is affected only by functional value. Demographic variables such as sex, age and income don't have influence on purchase intention. Our findings suggest that choice behavior of digital convergence product is influenced by several consumption values. Managerially, our result emphasize that convergence products must satisfy the consumption values that consumers are seeking in order to be successful in the market. the theoretical and practical implications of these findings are discussed as well.