Abstract

The aim of this study is to examine the tween generation's (11 to 15 years-old) clothing purchase tendency. Based on the questionnaire, the data were collected from 187 elementary school students(11 to 12 years-old) and from 293 middle school students(13 to 15 years-old) in Jeonbuk. The data were analyzed with the factor analysis, Chi-square analysis, t-test, F-test. The research shows: the tween generation rarely if ever buy their clothing by themselves, and they usually accompany their mothers when they purchase their clothes. In the 'size fitness', girl tweenage group prefers a perfect fit to an easy one. But boy tweenage group shows a different tendency from them. In the 'fashion adaption', the tweenage group of 13 to 15 year-olds responds in a sensitive way. The 'style', 'design' and 'color' of clothing are the most decisive factors in their purchasing trend. Especially, the boy tweenage group prioritize the factors in the order of 'brand value', 'price' and 'trend'.

Keywords

• the tween generation;
• purchasing clothing;
• brand value

• 트윈세대;
• 의복구매;
• 상표충성;