母親の価値観が幼児服の購買行動に及ぼす影響<人文・社会科学>

概要

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We conducted a questionnaire survey on 671 mothers of children from 2 to 6 years old for their behavior in purchasing infants’ clothes. Criteria for evaluation and behavior in purchasing infants’ clothes were analyzed from points of views such as their interest towards clothes, consciousness of their parental roles in clothing, and the balance between interest towards their own clothes and interest towards their children's. The results can be summarized as follows:1) Three most important criteria for evaluation in infants’ clothes were size, design, and price. The higher evaluation rankings, compared to lady’s clothes, for “ease of care/maintenance” was characteristic. Also the criteria for evaluation in infants’ clothes was influenced by the degree of mothers’ own interest towards clothing and her concept of values (thoughts) in clothing.2) Factor analysis on the behavior of the mothers in purchasing infants' clothes show that it can be interpreted by four components namely confirmation of its practical use, use of mail order service, money-saving attitude, and enjoyment of shopping together with their children. Mothers with higher interest towards her own clothes tend to answer negatively towards saving money in clothing expense, but confirmation of its practical use was not affected by the degree of mother's interest in clothing.