The Effects of Demographic Factors on Fashion Orientation, Fashion Response, and Buying Criteria(paper no.1)

Abstract

Abstract This study is designed to identify how Demographic Factors affect Fashion Orientation(value), Fashion Response, and Buying Criteria.A total of 355 usable data was collected from housewives in three metropolitan cities(Seoul, Daejeon, Sungnam) in Korea. Young housewives who have one child are a marketsegment whose buying power is recognized by both the retailers and the market. Thehousewives' fashion orientation consists of four categories : social orientation, practicalorientation, political orientation, and aesthetic orientation. The housewives' fashion responseis classified into three areas : self conscious, self esteem, and self monitoring. The criteriaof buying children's wear consists of nine components. As a result, the key reason forbuying children' wear was 'attractive design'.Research result showed that POLITICAL ORIENTATION(SE beta=.229, p<.001) was moreeffective than AESTHETICS ORIENTATION(SE beta=.203, p<.001), for enhancingSELF-CONSCIOUS RESPONSE and SELF-ESTEEM RESPONSE. Therefore, this studysuggests that the key factor for understanding trend can be a human self concept,consciousness, values, and orientation.The housewives' fashion orientation is responsible for 18.7% of BRAND ROYALTY( F =20.172, p<.001) from among nine buying criteria. More poignantly, POLITICAL ORIENTATIONcovered 66.9% of selection of BRAND ROYALTY, and it explained 34.6% of selection ofDESIGN among nine buying criteria. Thus, it showed that POLITICAL ORIENTATION(SEbeta=.331, p<.001) is more effective than SOCIAL ORIENTATION(SE beta=.146), forupgrading BRAND ROYALTY. In addition, it showed that POLITICAL ORIENTATION(SEbeta=.238, p<.001) is more effective than AESTHETICS ORIENTATION(SE beta=.040) forupgrading DESIGN evaluation.Housewives' fashion orientation, and fashion response are differentiated by demographicfactors, such as occupation, women's career, husband' job, income, and location relatedto social status.Key Words : Children' Wear, Fashion Orientation, Fashion Response, and Buying Criteria.