소비자들의 사장 패션제품 보유 특성에 따른 버리기 어려움 행동 연구

Abstract

Recently fast fashion has become a key component of the fashion market, which has led to an increase in overconsumption, or the consumption of clothes that are discarded after only a single season. This has resulted in consumers possessing fashion goods that they do not use often or cannot discard. This study looks at consumer hoarding behavior, and the relationship between hoarding behavior and difficulty discarding fashion goods for consumers. This study surveyed male and female consumers in their 20s～50s for empirical analysis in July 2018. The survey study surveyed 366 male and female consumers aged 20s～50s, who were selected through online convenience sampling for empirical analysis in July 2018. Data were analyzed using SPSS for Windows 19.0 and descriptive statistics, reliability analysis, factor analysis, cluster analysis, ANOVA analysis, and the Scheffe test, χ²-test, and t-test. The results were as follows. First, the greatest proportion of unused fashion goods possessed by the consumer were clothes, as compared to shoes or bags. Clothes and bags were possessed for a longer number of years, as compared to shoes. A significant difference was found in the proportion of unused fashion goods, and the number of years possessed, according to demographic characteristics. For clothes, sex, marital status, age, number of family members living together, and income of the consumer were relevant, whereas for shoes, sex, marital status, age, and monthly amount spent on fashion goods were relevant. For bags, age and income of the consumer were relevant. Second, a significant difference was found in difficulty discarding unused fashion goods, according to the proportion of unused goods and the number of years possessed. The higher the proportion of unused goods, and the longer the number of years possessed, the greater the difficulty of discarding. A difference was found in the amount of influence the proportion of goods and the longest number of years possessed had, depending on the goods category. Third, a significant difference in intention to discard was found according to the proportion of unused goods and the longest number of years possessed. For clothes, the higher the proportion and the longer the number of years possessed, the greater the intention to discard. This study will help consumers who make purchases in the fashion market organize goods rationally and make a habit of engaging in desirable consumer behaviors.