FASHION INVOLVEMENT OF GENERATION Y FEMALE CONSUMER
| Autor: | Fu-Shiang Yang, 楊富翔 |
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| Druh dokumentu: | 學位論文 ; thesis |
| Popis: | 96 Over the past century, women’s lifestyle along with every aspect of living has altered dramatically that somehow brought forth a fight for equality between the two sexes, and also in terms of job opportunity, social respect, and compensation package. The above-mentioned circumstances have affected female employment, their career orientation, time allocation, and furthermore, induced role overload. David Rosenberg, investment banker and North America economist at Merrill Lynch, pointed out as well that the inflation rate of female labor supply is far higher than that of male's. The purpose of this study is to measure the fashion involvement of the female Generation Y consumers selected island-wide, and to identify the relationships between fashion involvement and other selected variables. Having determined the socioeconomic demographic characteristics, the following variables were investigated with correlation and regression analyses: media usage, personality traits( self-confidence and public self-consciousness), and price perceptions(price/quality and prestige sensitivity) of female Generation Y consumers. Regression analyses showed that media usage was significantly related to fashion involvement, and was to be seen as a dominant predictor of fashion involvement. Prestige sensitivity also demonstrates a strong connection with fashion involvement, since analyses reflected that respondents’ perceptions towards purchasing high prestige products were quite positive. Price/quality and fashion involvement are also highly related for that respondents considered the price of a product an indicator of its quality. Nevertheless, it was verified through the analyses that personality traits( self-confidence and public self-consciousness) provided no prediction ability on fashion involvement. The results of regression analyses on demographic characteristics were consistent with existent literatures. This study reveals a statistical finding which is the negative relationship in between age and fashion involvement. To be more specific, younger people tend to perform higher fashion involvement. On the contrary, expenses are positively related to fashion involvement; an increased expense prompts higher fashion involvement. |
| Databáze: | Networked Digital Library of Theses & Dissertations |
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