Evaluative criteria for purchasing leisurewear: Taiwanese and U.S. students in a U.S. university
The purpose of this research was to provide exploratory information relating to the young consumer market in terms of purchase criteria for leisurewear. Data were obtained from 105 Taiwanese and 126 U.S. students at a major mid-western U.S. university. Direct hand-in questionnaires were employed to obtain a higher usable questionnaire rate. Purchase criteria used for this survey were price, style, brand, fabrication, size/fit, media exposure, colour, country of origin, and quality. Several factors under each criterion were provided. Students were asked to rank the importance of each criterion/factor. Results indicated that much similarity existed between these two groups of students in purchasing leisurewear. However, U.S. students rated highest (in descending order) price, size/fit, style and quality while Taiwanese students ranked highest (in descending order) price, style, quality and size/fit.
Self Consciousness and Clothing Purchase Criteria of Korean and United States College Women
Relationships between criteria individuals use in the purchase of clothing and the individual trait of public and private self-consciousness were examined and compared between two cultural groups (United States and Korean). Eighty-two females from one U.S. college and 92 females from two Korean colleges participated in the study by completing a questionnaire which explored the importance of criteria used in the purchase of clothing, private and public self-consciousness, and demographic characteristics. Significant relationships between the trait of public self-consciousness and the importance of fashion and attractiveness as clothing purchase criteria were found for both cultural groups. A significant interaction effect was found between self-consciousness and cultural group for the importance of brand name as a clothing purchase criterion. Individual and cultural differences in consumer decision making process are discussed
Part 2: Comparison of Korean and American Fashion Leaders
Part 2 of this two-part report includes an assessment of the fashion leadership characteris tics of American college women and a comparison of characteristics of these American women with the Korean women described in Part 1. Similar nonsignificant correlations were found for both groups between fashion innovativeness (FI) and socioeconomic level (SEL) and fashion opinion leadership (FOL) and SEL. Significant correlations between FOL and atti tudes toward change (ATC) for both groups and FI and ATC for the Korean sample imply differing attitudes. When both samples were divided into four categories of leadership groups and these groups compared by pairs, significant differences were found between pairs of groups on both SEL and ATC. Scores on these latter two variables were distributed differently within the Korean sample than they were within the American sample, implying differing at titudinal and socio-economic characteristics despite similar fashion leadership characteristics.