Abstract
This study investigates the perception of price and the propensity to conspicuous consumption in the purchase of clothing among college students and the relation between the perception of price and the propensity to conspicuous consumption. The data for this study were collected from 1,015 Korean college students. In order to analyze the data, statistical methods such as frequency, percentage, mean, standard deviation, factor analysis, ANOVA, scheffe-test, Pearson's correlation, and Cronbach's a were used with the SPSS statistical package program. The major study findings were as follows. 1. The perception of clothing price among college students was classified into five factors: high price-oriented, discount-oriented, high quality-price rate-oriented, low price-oriented, and effectiveness-oriented. 2. The propensity to conspicuous consumption of clothing among college students was classified into four factors: brand name conspicuousness, conspicuous pursuit of vogue, symbol of their social position, and imported goods conspicuousness. 3. High price-oriented and discount-oriented were different significantly according to sex, age, father's educational level, monthly income, monthly allowance amount. High quality-price rate-oriented and low price-oriented were different significantly according to sex, father's educational level, monthly income, monthly allowance amount. Effectiveness-oriented was different significantly according to sex, age. 4. Brand name conspicuousness, conspicuous pursuit of vogue and imported goods conspicuousness were different significantly according to sex, age, father's educational level, monthly income, monthly allowance amount. Symbol of their social position was different significantly according to sex, age, father's educational level, monthly income. 5. High price-oriented, discount-oriented and high quality-price rate-oriented have the highly positive correlation with four factor of propensity to conspicuous consumption of clothing. Low price-oriented has the negative correlation with four factor of propensity to conspicuous consumption of clothing. Effectiveness-oriented has the lowly positive correlation with four factor of propensity to conspicuous consumption of clothing.
