싱글 소비자의 심리적 특성변수와 대인영향력에 대한 민감성이 의류쇼핑 추구가치에 미치는 영향
Effects of Single Consumers’ Psychologic Characteristics and Susceptibility to Interpersonal Influence on Clothes Shopping Pursuing Value
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Abstract
Many researchers have focused on consumers’ clothes purchase behavior, These researches could not reflectconsumer. The purposes of this study are to identify the concept and psychologic characteristics of single consumer andinvestigate the efects of single consumers’ psychologic characteristic and susceptibility to interpersonal influence onclothes shopping pursuing value. Also, It was analyzed how single consumer’ pursuing values are different based on thetype of single motivation. To test research problems, Data were collected by means of a survey questionaire, which wassent to 300 single in Pusan and Ulsan. In total, 274 were returned and 14 were unusable because of unacceptable levelsof missing data. The Results were summarized as follows: First, self-efficacy, informative and normative influence werepositively related to utilitarian pursuing value employe satisfaction. Also, self-efficacy, variety seeking, innovativenesgle group had different perceptions about self-efficacy, variety seeking, innovativeness, informative influence, and hedonicpursuing value.
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