The Effects of Single-Person Household Lifestyle Groups on Self-decision-making of Fashion Products

Abstract

Purpose - The purpose of this study was to segment Korean single-person households by lifestyles and to investigate the relationships among the variables related to self-decision making according to lifestyle groups. Design/methodology/approach - The total respondents of the study were 717 men and women. The statistical analyses used for the study were factor analyses, cluster analysis, ANOVA, confirmatory factor analysis, and path analysis using SPSS 18.0 and AMOS 18.0. Findings - Results showed that there were three lifestyle segments of single-person households. They were named as ‘glamorous and sociable’, ‘safety and practicality pursuit isolated’, and ‘personal enjoying’ groups. The study investigated the relationships among self-consciousness, fashion information search, decision-making, and post-purchase satisfaction for each lifestyle segment and the results showed that there were differences among the lifestyle groups according to the relationships among self-consciousness, fashion information search, decision-making and post-purchase satisfaction. Research implications or Originality - Based on the results of the study, fashion companies may implement their targeting and marketing strategies to satisfy the needs of single-person households.