남성 소비자의 의복 소비가치 척도 개발 연구 -의류편집매장, 맞춤정장매장 구매행동을 중심으로-

Abstract

Abstract This study develops scales to measure clothing consumption values for Korean male consumers. Thisstudy conducted qualitative and quantitative research to explore a new clothing consumption value amongmales as well as investigate empirically the measurement of clothing consumption values. In-depth inter-views and focus group interviews were collected for qualitative research on 20 Korean men in their 20s-40swho had experience with 2 types of stores in Korean men's fashion. An analysis of qualitative data basedon grounded theory approaches identified 6 factors and 15 items. For the empirical research, the question-naire which consist of 9 factors and 46 items were developed by the results of grounded theory approachesand prior studies. Final measurement scales were based on 651 data used in exploratory factor analysis(EFA) and a confirmatory factor analysis (CFA). All subjects were in their 20s-40s. The result from CFAsuggested 4 factors and 18 items with showing acceptable construct validity and discriminant validity.Therefore, this study confirmed that clothing consumption value for Korean male consumer consist of osten-tatious and brand value, epistemic and possession value, conditional value, and reasonable value. Theseconstructs will provide critical insight in understanding and segmenting Korean male consumers.Key words: Male consumer, Clothing consumption value, Consumption value, Korean men's fashion; 남성 소비자, 의복 소비가치, 소비가치, 한국 남성 패션