A Qualitative Study on the Consumption Value of Preschooler Clothing by Mothers

Abstract

Due to the growth of the preschooler clothing industry, significant research has been conducted on the pursued benefits, purchase behavior, and purchase intension related to preschooler clothing; however, reports on the consumption value of preschooler clothing remain limited. This study provides a consumption value for preschooler clothing through qualitative research. A total of 15 mothers of preschoolers aged 1-6 years old were interviewed on the consumption value of preschooler clothing. The subsequent consumption value of preschooler clothing consisted of 9 major factors (vicarious satisfaction value, social display/image value, safety value, convenient value, economic value, distinguishable value, expressive-aesthetic value, fashionable value and conditional value). In addition, the vicarious satisfaction value, social display/image value, safety value, and convenient value were new-expressed values that differed from previous reports on the consumption value of adult clothing.

Grounded Theory Analysis on the Substitute Behavior and Consumption of Mothers in terms on their Children’s Academic Achievements and Appearances

“…자녀를 통한 부모의 대리만족에 관한 내용이 다루어진 연구는 Rhee와 Lee (2012), Shin 등(2012) (Guba & Lincoln, 1994 (Park, 1994), 모녀 애 착은 가족성원들 간의 어떠한 관계보다도 지속적이고 긴밀한 관 계를 유지하는 특성을 가진다 (Im & Chun, 2009 Feeling depressed in the changed appearance after giving birth and concentrating on decorating the child's appearance "뭐든지 내가 힘들어도 다 해줄 수 있는. 내가 체력이 되는 한"…”