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J. Korean Home Econ. Assoc > Volume 48(1); 2010 > Article
Journal of the Korean Home Economics Association 2010;48(1):27-40. doi: https://doi.org/10.6115/khea.2010.48.1.027
Examining the Relationship between Shopping Style and Consumption Value of Apparel Products
Hyun Jeong Oh
Department of Fashion Design, Gwangju University
Corresponding Author: Hyun Jeong Oh ,Tel: +82-62-670-2351, Fax: 82-62-670-2195 , Email: ohhj@gwangju.ac.kr
Received: August 19, 2009; Revised: September 2, 2009   Accepted: October 16, 2009.
The objectives of this study were to investigate differences in shopping style and consumption value of apparel product type, and to establish the effects of consumption value on shopping style. A questionnaire was used to collect data from 263 women aged between 20 to 49 in Gwangju on their shopping style and consumption value according to formal and casual product type. Collected data were subjected to frequency analysis, factor analysis, ANOVA, t-test and multiple regression analysis using statistical program SPSS(version 17.0). Results showed that shopping style could be influenced by six factors: fashion-recreational, quality-brand, impulsive, confused, brand-loyal, and price conscious consumer. Clothing consumption value was influenced by five factors: emotional, functional, epistemic, social, and situational value. Shopping style and clothing consumption value were significantly different between a formal product purchaser and a casual product purchaser. Consumption value had a significant influence on shopping style of the formal product purchaser and also the casual product purchaser.
Keywords: CSI: consumer style inventory, shopping style, clothing consumption value, apparel product type
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