The Effects of Culture, Long-Term Orientation, and Gender on Consumers' Perceptions of Clothing Values
Abstract:We examined the effects of culture, high and low long-term orientation, and gender on consumers' perceptions of clothing values when making clothing purchase decisions. Participants were 487 university students from USA and 903 from Taiwan who completed a self-administered questionnaire. It was found that consumers from the culture with high long-term orientation (Taiwan) scored significantly higher on economic and religious clothing values than did consumers from the culture with low long-term orientation (USA). Moreover, consumers' clothing values varied according to the type of clothing, and female participants scored significantly higher on aesthetic and social clothing values when compared to male participants.
Document Type: Research Article
Publication date: 2012-11-01
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