Female Consumers’ Clothing-related Attribute Expectations Differ According to Their Gender Identities

IF 0.7 Q3 MATERIALS SCIENCE, TEXTILES TEKSTILEC Pub Date : 2022-06-17 DOI:10.14502/tekstilec.65.2021058
Ümit Doğrul, Ş. Tekeli
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Abstract

It is necessary to determine the factors that affect consumers’ preferences in the ready-made clothing sector, where competition is intense. Gender is accepted as one of the most fundamental factors affecting purchas¬ing decisions not only in the ready-made clothing industry, but also in many other sectors. However, rapidly changing environmental conditions require going beyond traditional patterns in explaining consumption be¬haviors. Accordingly, the concept of gender, which is socially constructed, has also been conceptualized from a psychological point of view. In this study, the concept of gender was based on psychological foundations and it was investigated whether female consumers’ clothing-related attribute expectations differ according to their gender identities. Questionnaires created in line with the purpose of the study were applied to 393 people who were selected by convenience sampling. The data were collected through a face-to-face survey. Research hypotheses were tested with ANOVA analysis. As a result of the research, it was found that female consumers’ clothing-related attribute expectations differ according to gender identities. In the literature, no study has been found that examines the changes in the clothing-related expectations of female consumers according to their gender identity roles. In this context, it is expected that the study will make significant contributions to both the managers in the clothing sector and academics.
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女性消费者的服装属性期望因性别认同而异
在竞争激烈的成衣行业,有必要确定影响消费者偏好的因素。性别被认为是影响购买决定的最根本因素之一,不仅在成衣行业如此,在许多其他行业也是如此。然而,迅速变化的环境条件要求在解释消费行为时超越传统模式。相应地,社会建构的性别概念也从心理学的角度被概念化。在本研究中,性别概念是建立在心理学基础上的,研究女性消费者对服装相关属性的期望是否会因性别认同而有所不同。根据研究目的制作问卷,采用方便抽样的方法对393人进行了问卷调查。数据是通过面对面的调查收集的。采用方差分析对研究假设进行检验。研究结果发现,女性消费者对服装相关属性的期望因性别认同的不同而不同。在文献中,没有发现有研究根据女性消费者的性别认同角色来考察女性消费者对服装相关期望的变化。在这方面,预期这项研究将对服装部门的管理人员和学术界作出重大贡献。
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来源期刊
TEKSTILEC
TEKSTILEC MATERIALS SCIENCE, TEXTILES-
CiteScore
1.30
自引率
14.30%
发文量
22
审稿时长
12 weeks
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