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Fashion innovativeness and materialism
Ronald E. Goldsmith,Leisa R. Flynn,ELIZABETH B. GOLDSMITH,Wan-Min Kim 한국마케팅과학회 2013 Journal of Global Fashion Marketing Vol.4 No.4
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.
박현희,구동모,ELIZABETH B. GOLDSMITH 대한가정학회 2009 International Journal of Human Ecology Vol.10 No.2
The Purpose of the current study is to investigate the differences in cosmetics attribute evaluation, purchase motivation, and brand re-purchase intention with respect to shopping orientations of Korean female university students. Questionnaires were distributed to 250 female students at Kyungpook National University and 220 completed questionnaires were analyzed. The results were as follows. First, shopping orientations and cosmetics attribute evaluation each generated four factor solutions, whereas cosmetics purchase motivations produced three factors. Second, three consumer groups - Efficiency Shopper Group, Indifference Shopper Group Ambivalence Shopper Group - with different shopping orientations were identified. Third, the study found significant differences in consumers' attribute evaluation such as function and price among the groups. The study also revealed a significant difference in contingent purchase motivations and brand re-purchase intention among the groups. From these results, we could identify that cosmetics re-purchase intention was significantly different among three different groups with different shopping orientations. Furthermore, consumer classification according to shopping orientations in cosmetics product purchase can be used by cosmetics marketers and managers to establish product plan and marketing strategy development. Additionally, the current study has originality and value that the relationship between shopping orientation and re-purchase intention has not been studied very much in the cosmetics product domain.
Park, Hyun-Hee,Koo, Dong-Mo,Goldsmith, Elizabeth B. The Korean Home Economics Association 2009 International Journal of Human Ecology Vol.10 No.2
The Purpose of the current study is to investigate the differences in cosmetics attribute evaluation, purchase motivation, and brand re-purchase intention with respect to shopping orientations of Korean female university students. Questionnaires were distributed to 250 female students at Kyungpook National University and 220 completed questionnaires were analyzed. The results were as follows. First, shopping orientations and cosmetics attribute evaluation each generated four factor solutions, whereas cosmetics purchase motivations produced three factors. Second, three consumer groups - Efficiency Shopper Group, Indifference Shopper Group Ambivalence Shopper Group - with different shopping orientations were identified. Third, the study found significant differences in consumers' attribute evaluation such as function and price among the groups. The study also revealed a significant difference in contingent purchase motivations and brand re-purchase intention among the groups. From these results, we could identify that cosmetics re-purchase intention was significantly different among three different groups with different shopping orientations. Furthermore, consumer classification according to shopping orientations in cosmetics product purchase can be used by cosmetics marketers and managers to establish product plan and marketing strategy development. Additionally, the current study has originality and value that the relationship between shopping orientation and re-purchase intention has not been studied very much in the cosmetics product domain.