패션모델의 가치관과 쇼핑성향이 의복평가기준에 미치는 영향

Abstract

This research investigated the effect of fashion model's value and shopping propensity on clothing evaluation criteria and analyzed the differences in shopping propensity and clothing criteria by duration of model career. Data were obtained from 388 male and female fashion models during March 21, 2016 and June 18, 2016 and SPSS 20.0 was used for data analysis. The results of this study are as follows. First, fashion model's value was classified as stable life/relationship, hedonism and achievement value. Shopping propensity was identified as conspicuous orientation, trend, price, quality, individual, and practical orientation. Also, clothing evaluation criteria was classified as extrinsic, functional, and aesthetic aspects. Second, stable life/relationship value affected conspicuous orientation and trend orientation positively, while it affected individual and practical orientation negatively. Hedonism had a positive impact on individual orientation, but had negative impacts on conspicuous, price, and quality orientation. Also, achievement value had significant effects on all aspects of shopping propensity except conspicuous orientation. Third, conspicuous orientation and trend orientation had positive impacts on extrinsic aspects. Also price and quality orientation had positive effects on all aspects of clothing evaluation criteria. Individual orientation affects extrinsic aspects positively and practical orientation influenced extrinsic and functional aspects positively. Fourth, stable life/relationship value had positive effects on extrinsic and aesthetic aspects and hedonism had a negative effect on extrinsic aspects. Lastly, there were significant differences in conspicuous, trend, price, quality, and individual orientation and extrinsic aspects, aesthetic aspects of clothing evaluation criteria by duration of model career. The findings can be utilized to understand fashion model's clothing purchase behavior and provide practical information to develop a marketing strategy for fashion industry.