Fashion innovativeness and materialism
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참고문헌
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초록
The purpose of the study described here was to investigate the relationship betweenmaterialism and fashion innovativeness in two consumer societies, the US and SouthKorea. The data came from surveys of 259 US student consumers and 225 SouthKorean student consumers. Correlation and regression analysis tested the hypotheses. Materialism was positively associated in both samples of consumers with fashioninnovativeness at the total scale level and with most of the subdimensions of bothscales, but only the centrality, happiness and attractiveness subscales were positivelyrelated to fashion innovativeness in the regression analysis, suggesting that these arethe dominant motivators. Although the findings are limited to the countries andmeasures used, they imply that fashion innovativeness is positively associatedwith at leastsome aspects ofmaterialism.We can surmise that some consumers satisfy aspects of theirmaterialistic needs by purchasing fashionable clothing. Marketers of new fashion canenhance the appeal of their products by stressing materialistic themes, such as centrality,happiness and attractiveness, in their promotions. Cross-culturalmarketing effortsmay besimilar in this regard. The study is original in that there are very fewstudies ofmaterialism,a powerful influence on a variety of consumer behaviors and fashion innovativeness.Nonecompare countries; none use the newer Kasser Aspiration Index to measure materialism;and few examine subscale relationships.
Abstract
The purpose of the study described here was to investigate the relationship betweenmaterialism and fashion innovativeness in two consumer societies, the US and SouthKorea. The data came from surveys of 259 US student consumers and 225 SouthKorean student consumers. Correlation and regression analysis tested the hypotheses. Materialism was positively associated in both samples of consumers with fashioninnovativeness at the total scale level and with most of the subdimensions of bothscales, but only the centrality, happiness and attractiveness subscales were positivelyrelated to fashion innovativeness in the regression analysis, suggesting that these arethe dominant motivators. Although the findings are limited to the countries andmeasures used, they imply that fashion innovativeness is positively associatedwith at leastsome aspects ofmaterialism.We can surmise that some consumers satisfy aspects of theirmaterialistic needs by purchasing fashionable clothing. Marketers of new fashion canenhance the appeal of their products by stressing materialistic themes, such as centrality,happiness and attractiveness, in their promotions. Cross-culturalmarketing effortsmay besimilar in this regard. The study is original in that there are very fewstudies ofmaterialism,a powerful influence on a variety of consumer behaviors and fashion innovativeness.Nonecompare countries; none use the newer Kasser Aspiration Index to measure materialism;and few examine subscale relationships.
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