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Vol.19, No.3, 59 ~ 71, 2016
Children Wear`s Shopping Orientation of Parents According to Watching Childcare-entertainment Reality TV Programs
Qualitative consumption is a trend in the children clothing market and watching TV of childcare-entertainment reality programs are becoming popular. This study examines the watching degree of childcare-entertainment reality TV programs of parent buyer (30s) and potential buyer (20s) and we investigate their shopping orientation of children wear. We did the survey research of 200 consumers with SPSS statistical analysis including the review of internet news, paper, and books on children wear shopping orientation. The results are following: first, the longer the watching time of childcare-entertainment reality TV programs, the higher shopping orientation, such as following the fashion of child stars, and the higher the watching preferences on childcare-entertainment reality programs, the greater shopping orientation in following childcare-entertainment reality programs star when they are purchasing children``s clothing. Second, potential consumers as well as parent consumers were affected by watching the childcare-entertainment reality programs. Watching childcare-entertainment reality TV programs could give the impact when they were shopping children’s clothing because they wanted to follow the fashion of childcare-entertainment reality programs TV star. Accordingly, the exposure of the childcare-entertainment reality programs for children clothing is found to be positive to the both current and future consumers.
Key Words
쇼핑성향, 아동복, 육아 예능 프로그램, 선호, 동조현상, Shopping Orientation, Children`S Wear, Childcare-entertainment Reality Programs, Conformity to Star Fashion