Fashion & Textile Research Journal (한국의류산업학회지)

The Society of Fashion and Textile Industry (한국의류산업학회)
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The Purchasing Behavior of Fashion Goods According to Life Style and Role Model of Preteen Generation

프리틴세대의 라이프스타일과 역할모델에 따른 패션상품 구매행동

  • Kwon, Yu-Jin (Dept. of Fashion Industry, Catholic University of Daegu) ;
  • Yoo, Tai-Soon (Dept. of Fashion Industry, Catholic University of Daegu)
  • 권유진 (대구가톨릭대학교 패션산업학전공) ;
  • 유태순 (대구가톨릭대학교 패션산업학전공)
  • Received : 2004.11.11
  • Published : 2005.06.30
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Abstract

The purpose of this study is to investigate, analyze the purchasing behavior of fashion goods according to life style and role model of preteen generation, and provide manager or marketing planner for the reference data so that they can understand preteen generation and make proper strategy efficiently. So called, preteen market focusing on 1014 generation (from ten to fourteen years old) is highlighted. This generation created between the year 1989 to 1993 after Seoul Olympic monopolize parent's love in abundant economic environment and rise to the core of consumption subject. Products aiming at this preteen generation continuously though consumption mind was shrunk greatly due to recession. Only 2~3 years before preteen market was regarded as grey zone which doesn't belong to not only children (between six and nine years old) but also teenagers (between fifteen to eighteen years old). But in recent day their purchasing powers have increased rapidly and age group is divided on details, so that preteen market has become a niche market. Subjects were 333 persons consisting of students in the 4th~6th grade of primary school and the 1st~2nd grade of middle school in Daegu city. Measuring instruments are as follows: 5questions to differentiate preteen generation, 22 questions to measure life style, 17questions (which have six sub-factors such as purchase motive, factor of product selection, utilization of informant, purchase time, purchase place, and purchase method) to measure the purchase behavior of fashion goods measurement, and 16 questions (which have four sub-factors such as parent, entertainer & sports stars, brothers and sisters, friends) to measure model of role. Statistical data were processed by SPSS 10.0 programs. Frequencies, Factor analysis, Cluster analysis, ANOVA, Cross analysis, Multiplex regression analysis, and Duncan's multiple range test were carried out.

Keywords

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