女子大学生のファストファッションに対する消費行動

抄録

  Consciousness and behavior of female university students when buying clothes at fast fashion and non-fast fashion shops were evaluated. Female university students in an area where there are a lot of fast fashion shops spent a great deal of money on clothes at these stores. The correlation between the preferences and frequency of use of fast fashion by female university students was observed, and their shopping experiences in the fast fashion shops and purchases were found to be different for each fast fashion brand. Female university students tried on clothes on and checked the care labels for washing more frequently at non-fast fashion shops than they did at fast fashion ones. They bought clothes at non-fast fashion shops when they wanted to be refreshed and relieve stress. Their moods, when they bought clothes at fast fashion and at non-fast fashion shops, were analyzed using factor analysis. The results showed that four factors: “fitness,” “consumption characteristics,” “trends,” and “evaluations by other people,” were dominant. The relationship between the factors and clothes-buying activities were analyzed using multiple regression analysis with path diagrams depicting the results. According to the path diagrams, they bought clothes at fast fashion shops keeping in mind trends and consumption characteristics without minding the evaluations of other people to refresh themselves. On the other hand, in the case of non-fast fashion, they had the specific aim of wearing the clothes with the evaluations of other people in mind. Thus, the consumption behavior associated with fast fashion was different from non-fast fashion-related behavior.