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A Study on the Scale Development of Clothing Consumption Value for Male Consumers -Focused on the Purchase Behavior in Fashion Multi-brand Store and Tailor Shop-
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 Title & Authors
A Study on the Scale Development of Clothing Consumption Value for Male Consumers -Focused on the Purchase Behavior in Fashion Multi-brand Store and Tailor Shop-
Kim, Tae Youn; Lee, Yoon-Jung;
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This study develops scales to measure clothing consumption values for Korean male consumers. This study conducted qualitative and quantitative research to explore a new clothing consumption value among males as well as investigate empirically the measurement of clothing consumption values. In-depth interviews and focus group interviews were collected for qualitative research on 20 Korean men in their 20s-40s who had experience with 2 types of stores in Korean men's fashion. An analysis of qualitative data based on grounded theory approaches identified 6 factors and 15 items. For the empirical research, the questionnaire which consist of 9 factors and 46 items were developed by the results of grounded theory approaches and prior studies. Final measurement scales were based on 651 data used in exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA). All subjects were in their 20s-40s. The result from CFA suggested 4 factors and 18 items with showing acceptable construct validity and discriminant validity. Therefore, this study confirmed that clothing consumption value for Korean male consumer consist of ostentatious and brand value, epistemic and possession value, conditional value, and reasonable value. These constructs will provide critical insight in understanding and segmenting Korean male consumers.
Male consumer;Clothing consumption value;Consumption value;Korean men's fashion;
 Cited by
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