Children's Wear Purchasing Behavior by Retired Women and the Missy Group with a View to their Shopping Orientation

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.

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Children's Wear Purchasing Behavior by Retired Women and the Missy Group with a View to their Shopping Orientation

Cited by 6 publications

References 5 publications

A case study on the experiential marketing of toddler and children’s wear in Korea

A case study on the experiential marketing of toddler and children’s wear in Korea

The Changes in Korean Children’s Clothing Brands : From 1990 to 2019

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

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