Role-relaxed consumption: Consumption related variables as antecedents and fashion consciousness as a consequence

Abstract

The purpose of this study is to identify the antecedents and consequence of role-relaxed consumption. Consumption-related variables were considered as antecedents, and fashion-related variable was considered as a consequence. Hedonic consumption, impulse buying, value consciousness, and brand sensitivity were included as consumption-related variables and fashion consciousness was included as a fashion-related variable. It was hypothesized that hedonic consumption, impulse buying, value consciousness, and brand sensitivity influence rolerelaxed consumption and then influence fashion consciousness. Data were gathered by surveying university students in Seoul, using convenience sampling. Two hundred twenty seven questionnaires were used in the statistical analysis, exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. While hedonic consumption, impulse buying, value consciousness, and brand sensitivity were uni-dimensions, role-relaxed consumption and fashion consciousness were multi-dimensions. Factor analysis of role-relaxed consumption revealed two dimensions, 'self-centered decision making' factor and 'importance of intrinsic value' factor. In addition, factor analysis of fashion conscious revealed three dimensions, 'individualism' factor, 'dressing style' factor, and 'appearance' factor. Tests of the hypothesized path show that impulse buying and brand sensitivity negatively influence 'self-centered decision making' and that hedonic consumption and value consciousness negatively influence 'importance of intrinsic value'. While 'self-centered decision making'negatively influence 'dressing style' and 'appearance, 'importance of intrinsic value' negatively influences all factors of fashion consciousness. The implications of these findings and suggestions for future study are also discussed.