한국의류학회지 (Journal of the Korean Society of Clothing and Textiles)

  • 제45권4호
  • /
  • Pages.714-726
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  • 2021
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  • 1225-1151(pISSN)
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  • 2234-0793(eISSN)
한국의류학회 (The Korean Society of Clothing and Textiles)
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Investigation of Retail Therapy (RT) Values -How Body Consciousness Plays a Role in Therapeutic Shopping Motivations-

  • Lee, Sea Eun (Human-Tech Convergence Program Dept. of Clothing and Textiles, Hanyang University) ;
  • Yoo, Jeong-Ju (Apparel Merchandising Program Dept. of Human Science Design Robbins College of Health and Human Sciences, Baylor University)
  • 투고 : 2021.05.31
  • 심사 : 2021.08.10
  • 발행 : 2021.08.31
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초록

The purpose of this study is to investigate the effect of retail therapy (RT) values and the role of body consciousness on therapeutic shopping motivations and outcomes. In order to accomplish our research aim, we investigated therapeutic shopping values (i.e., positive mood reinforcement and negative mood reduction) and the moderating effects of body surveillance, body shame, and weight preoccupation. A total of 247 female college students in the United States participated in an online Qualtrics survey, and structural equation modeling (SEM) and multigroup analysis were performed to analyze the data. The findings reveal that therapeutic shopping values (positive mood reinforcement and negative mood reduction) significantly influence therapeutic shopping motivation. Therapeutic shopping motivation, in turn, positively influences therapeutic shopping outcomes. Moreover, weight preoccupation moderates the relationship between negative mood reduction and therapeutic shopping motivation, suggesting that RT should especially be utilized for weight-conscious individuals. The results can be utilized for retailers to develop marketing strategies for consumers who are conscious about their appearance. Academic and managerial implications, along with future research, are suggested.

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