Analysis on the Knitwear Purchase Behavior and the Sensation Seeking Tendency of High School Girls

Abstract

The purpose of this study was to investigate the sensation seeking tendency and knitwear purchase behaviors of high school girls. The data were obtained from 475 high school girls at 6 high schools located in Daejeon. The method of study is a survey consisted of sensation seeking tendency items, knitwear purchase behavior items and demographic attribution. Data were analyzed by frequency, variance, crosstabs, and correlation analysis using SPSS WIN 17.0 program. The results of study are as follows. First, high school girls generally liked knitwears by reason of comfort and activity. Most girls purchased the knitwears to wear ordinary casual wear(81.5%). They usually thought sweater and cardigan to be representative of knitwears. Also, they mostly purchased the knitwears of simple and active design, achromatic color, 100% cotton, and solid or simple stripe pattern. The design and price were considered as important evaluation criteria in knitwear purchase. The information sources used by them were store display, friends, and internet. Second, the knitwear purchase behaviors of high school girls showed the difference between groups with high- and low-sensation seeking tendency. The most important factor of knitwear purchase was an unique and characteristic design in high group and a simple and active design in low group. In conclusion, high school girls liked knitwears and had different knitwear purchase behaviors according to the sensation seeking tendency.