A Study on The Evaluation of Market Values and Purchase Influence of Adolescent According to Family Communication and Apparel Purchase Style

가족커뮤니케이션과 의복 구매유형에 따른 청소년의 마켓가치 평가 및 구매 영향력 연구

  • 조희라 (숙명여자대학교 의류학과) ;
  • 이선재 (숙명여자대학교 의류학과)
  • Published : 2001.01.01


The purpose of this study were to investigate the purchase influence of teenagers in the family by examining the evaluation of market value according to their clothing purchase style. The questionaire survey was carried out 572 high school, and middle school students in Seoul region in Feb., 2000. SPSS package program was used to analyze the gathered data. The results of the research were as follows: 1. Four types of family communication patterns were identified through cluster analyses: laissez-faires, protectives, pluralistics, consensuals. 2. Market values were classified into seven dimensions by factor analyses: user value-psychological value, performance value; payer value-payment convenience value, price value; buyer value-personalization value, service value, purchase convenience value. 3. Independent purchase was evaluated higher than joint purchase for the price value and psychological value, while joint purchase marked higher than independent purchase for the performance value, payment convenience value, service value and purchase convenience value. And there were some differences in the results of evaluation among the family communication patterns.


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