Consumer Behavior

Millennial Men's Shopping Orientation for Apparel: Comparison of Korean and American Consumers

Author
  • Siwon Cho (Southern Illinois University)

Abstract

The purpose of the study was (1) to determine the important shopping orientations of millennial men in apparel purchase; (2) to examine differences in shopping orientations between Korean and American millennial men. Results indicate that quality is the most important shopping orientation among millennial men regardless of culture. American respondents showed higher mean scores than Korean respondents in other shopping orientations. The second most important shopping orientation was convenience among American respondents, while it was brand-consciousness among Korean respondents. Fashion-consciousness was an important shopping orientation for both respondents, but recreation was the lowest scored shopping orientation. Discussion and practical implications for millennial men' shopping orientation in apparel purchase were provided.

How to Cite:

Cho, S., (2017) “Millennial Men's Shopping Orientation for Apparel: Comparison of Korean and American Consumers”, International Textile and Apparel Association Annual Conference Proceedings 74(1).

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Published on
01 Jan 2017
Peer Reviewed