비만도에 따른 중학생들의 의복쇼핑성향에 관한 연구

Abstract

The purpose of this study was to examine the clothing shopping orientation of adolescents and the relationship between their obesity and clothing shopping orientation. The subjects in this study were 550 students, on whom a survey was conducted form March 18 to 31, 2008. The answer sheets from 497 participants(90.32%) were analyzed except for 58 incomplete ones. The collected data were analyzed with SPSS WIN 11.5 program. To find out the general characteristics of the subjects, statistical data on frequency and percentage were obtained, and factor analysis and Cronbach alpha were utilized to verify the validity and reliability of the findings on clothing shopping orientation and relevant variables. Besides, x2-test, t-test and ANOVA were employed to check into their obesity, body-shape awareness and clothing shopping orientation, and Broca's index was used to indicate their obesity level. When the factor analysis was carried out to find out their shopping orientation and relevant variables, there appeared five different types of shopping orientation: follower-conformer type, shopping-enjoying type, brand-oriented type, economical type, and convenience-oriented type. As a result of categorizing them by the person who affected their purchase, two different groups appeared: parent-dependent type and independent type. In terms of the obesity level of the middle schoolers, a pervasive trend was that the boys were extremely underweight or overweight, whereas the weight of the girls was normal in general. By academic year, the eighth graders were more underweight than the ninth graders, and the latter was more normal-weight or overweight than the former. As for the relationship of obesity level to clothing shopping orientation, the underweight boys made up the largest brand-oriented group, and the normal-weight girls constituted the greatest shopping-enjoying group. Not many of the overweight girls belonged to the shopping-enjoying group. The normal-weight students made up the greatest economical group, and not many of the underweight students belonged to this group. For both of the boys and girls, many of the normal-weight students were in the categories of the shopping-enjoying and economical types, and not many of the overweight students belonged to those groups. In regard to connections between obesity level and who had an impact on their clothing purchase, the overweight students were more dependent on parents, and the underweight and normal-weight students were more independent. As to link between demographic characteristics and clothing shopping orientation, more of the girls belonged to the shopping-enjoying, economical and follower-conformer groups. By grade, the ninth graders were more brand- and convenience-oriented than the eighth graders. Concerning the person affecting their clothing purchase, the boys were more reliant on parents, and the girls were more independent. The eighth graders were more parent-dependent, and the ninth graders were more independent. When it comes to marketing geared toward the parent- dependent students, it is needed to pay attention to parents' preference for color, style and brand, and in the event of the students of independent type, the kinds of colors and designs preferred by themselves should be developed as they often chose color and design at their option. The findings of the study suggested that adolescents who are likely to become obese should be educated to be aware of their own body shape, and that they should be taught to grow into ideal consumers at the same time. Since clothing shopping orientation is comprehensive of the shopping-related psychological and behavioral aspects of individual consumers, accurate data on the traits of different consumer groups should be provided to address their needs as much as possible in today's fast-changing market.