The Structural Analysis of the Variables among Clothes Consumption Value, Need for Uniqueness, Use Information Sources Related to Importance of Apparel Product Attributes and Store Attributes

Abstract This study establishes how the clothes consumption value, need for uniqueness, and use information sour-ces could influence the importance of apparel product attributes and the importance of store attributes. Datawere collected through a survey of adults in their 20's and 30's with 48 questionnaires for statistical ana-lysis. The collected data were processed with the programs AMOS 16.0 and SPSS 18.0 for windows andreliability analysis, correlation analysis, factor analysis, and structural equation analysis were conducted toanalyze the data. The results in this research are follows. First, the clothes consumption value influences theimportance of apparel product attributes both directly and indirectly and the importance of store attributesindirectly through use information sources. Second, the need for uniqueness influences the importance ofapparel product attributes indirectly and importance of store attributes both directly and indirectly throughclothes consumption value and use information sources. The implications of these findings and suggestionsfor future study are also discussed.Key words: Clothes consumption value, Need for uniqueness, Use information sources, Importance ofapparel product attributes, Importance of store attributes; 의복소비가치, 독특성 욕구, 정보원 활용, 의류제품속성 중요도, 점포속성 중요도