Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Relationship of Parenting Style and Perceived Value of Characterized Children's Fashion Products

  • Kang, Keangyoung (Dept. of Fashion Hoseo University) ;
  • Kim, K.P. Johnson (Dept. of Retail Merchandising, University of Minnesota) ;
  • Kim, Hyeyoung (Dept. of Retail Merchandising, University of Minnesota)
  • Received : 2013.04.16
  • Accepted : 2013.07.05
  • Published : 2013.07.30
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Abstract

In the children's market, characters are applied to products to stimulate children to buy a product directly or to implore their parents to buy it for them. To sell characterized products, marketers consider both parents and children. This research was designed to identify which parenting style factors affect the evaluation of characterized children's fashion products and to test how parenting style affects the evaluation of value importance of characterized children's fashion products. The parenting style factors studied were first categorized as communication, children's social acceptance, educational involvement, and media exposure. Responses from 259 parents residing in Woodbury, MN, and Ellicott City, MD, were used for data analysis. A factor analysis and canonical correlation analysis were conducted. Parents with high "Susceptibility to child peer pressure" attached importance to "Social Value" when buying characterized products. On the other hand, parents who were highly involved in their child's life and frequently intervened in their "Child's TV-viewing" attached importance to educational value. Educational value was a unique contributor to the evaluation of characterized products as compared to other fashion products. Marketers can therefore leverage both the social and educational value of characterized products.

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