Abstract

The purpose of this study was to analyze the structure of consumption emotions that consumers experienced in the process of consuming apparel products. Data was collected from 144 female college students living in Busan, and analyzed by salience, diversity, H-index, Clamor's V, and multi-dimensional scaling. The results showed as following; 1. The consumption emotions related to apparel products appeared three dimensions; ‘Relaxed-tense’ dimension, ‘Pleasant-unpleasant’ dimension, and ‘Outward-inward’ dimension. Considering elements of consumption system, the dimensions of consumption emotions in relation to apparel performances were 'Pleasant-unpleasant' and ‘Outward-inward’. The dimensions of consumption emotions experienced in usage situations were ‘Relaxed-tense’ and ‘pleasant-unpleasant’. The consumption emotions related to specific products were composed of ‘Pleasant-unpleasant’ dimension and ‘Outward-inward’ dimension. 2. As the multi-dimension map of this study has much space, it suggested that the scope of consumption emotions related to apparel products was more limited than those related to general situations and products. 3. The structure of consumption emotions in relation to apparel performances appeared to be bisected, while those related to usage situations showed relatively to be dispersed. 4. Although Pleasant-unpleasant dimension was consistent with results of prestudies, the dimensions of ‘Relaxed-tense’ and ‘Outward-inward’ were newly confirmed as the dimensions of consumption emotions related to apparel products. Therefore, consumer's consumption emotions of apparel products were composed of three dimensions, tended to be more limited than those of general consumption situations and products, and differentiated across apparel performances, usage situation, and specific products.

Keywords

• consumption emotions;
• apparel performances;
• usage situations;
• specific products

• 소비감정;
• 제품성능;
• 착용상황;
• 특정제품;