The Interaction of Country, Gender and Type of Clothing on Clothing Values: A Cross-national Study of Taiwanese and United States Undergraduate Students

Abstract

The purpose of the study was to examine the interaction of countries, genders, and types of clothing on consumers' clothing values when they make clothing purchase decisions. Seven-point scales were used to measure respondents' personal views on the six clothing values for both casual and formal clothing. The questionnaire also measured the respondent’s demographic characteristics. The data collection method was a direct handout questionnaire in classes at a university in western United States and at a university in southern Taiwan. Overall, 487 of the questionnaires from the United States and 903 from Taiwan were eligible for analysis in this study. Data from the questionnaires were analyzed using a multivariate analysis of variance. The results revealed that the interaction effects between country and gender only occurred on aesthetic, religious, and theoretic clothing values for respondents when they purchased casual clothing as well as on the economic, religious, and theoretic clothing values for respondents when they purchased formal clothing.