ファッション・リスクの知覚と独自性欲求

抄録

  The consumer has often perceived various kinds of risk in purchasing fashion goods. The purpose of this investigation was to examine the relationships between ‘perceived fashion risk’ and ‘need for uniqueness’ of consumer in purchasing clothing. Three hundreds and three undergraduates served as subjects. They were asked to rate thirty-eight fashion risk items, thirty-two ‘need for uniqueness’ items, twenty-two fashion orientation items, and their fashion selection based on five different reasons. The relationship between ‘perceived fashion risk’ and ‘need for uniqueness’ of consumer was analyzed by using factor scores which were extracted from a factor analysis of the ratings. As a result, significant relationships were found between some factors of ‘perceived fashion risk’ and some factors of ‘need for uniqueness’.