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A Study of College Students' Consumption Behavior from the Midwest(Yunnam) in China(PartⅠ): The Effects of Materialism on the Consumers's Attitudes and Clothing Purchase Behaviors
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중국 중서부 지역(운남성) 대학생들의 소비행동 연구(제1보): 물질주의성향에 따른 소비자태도와 의복구매행동분석

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Type
Academic journal
Author
Journal
한국패션비즈니스학회 패션 비즈니스 패션 비즈니스 제18권 제1호 KCI Accredited Journals
Published
2014.1
Pages
50 - 65 (16page)

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A Study of College Students' Consumption Behavior from the Midwest(Yunnam) in China(PartⅠ): The Effects of Materialism on the Consumers's Attitudes and Clothing Purchase Behaviors
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Abstract· Keywords

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This study investigates the effect of demographics and materialism on the consumers's attitudes and clothing purchase behaviors. The subjects compose of 302 college students living in Yunnam, China. The mean, ANOVA, factor analysis, Duncan test were used for statistics analysis. According to our results, the factors of materialism, symbolic consumptions, and attitude toward fashion luxury products are identified: three factors of materialism (success symbols, practical living, and happiness pursuing), three factors of symbolic consumption (conspicuous, hedonic, communication), and five factors of attitudes toward fashion luxury products (quality, involvement, ostentation, luxurious aspect, pleasure). Among the demographics, gender, income, social stratification, father's education and job influenced the symbolic consumption, and desire's fashion luxury products. In addition, gender, income, social stratification, father's education and job influence the clothing selection standards and the extent of using fashion informations. Lastly, symbolic consumption, attitudes toward fashion luxury products, and apparel purchasing behaviors all proven to be significantly different among the 3 groups of materialism.
#과시적 #쾌락적 #물질주의 #상징적 소비 #conspicuous #hedonic #materialism #symbolic consumption

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/ / China Cheongdo, please attention to the market of high price and fine article / Hanaro news google schola / / Country information google schola / / Economy 5 organization, get industry constitution strengthen plans google schola / / Evaluation for 10years to China WTO joining / KITA google schola / / Evaluation to light landing criticism of Chinese economy / KITA google schola

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