Professional Women's Fashionable Clothing Decisions in Bangkok and New York City

Rujirutana Mandhachitara, Thinada Piamphongsant

Research output: Contribution to journalArticle

Abstract

The primary objective of this study is to learn how much of the variances between women's fashionable clothing decisions can be explained by (1) membership of Eastern (collectivistic) and Western (individualistic) cultural groups, (2) membership of three major professional groups, and (3) level of self-esteem. The authors identify five dimensions of women's fashionable clothing decisions: clothing concerns, fashion consciousness, fashion conformity motivation, susceptibility to interpersonal influence, and variety-seeking behavior. A multivariate analysis of covariance is performed on a sample of 233 professional women in Bangkok and 158 in New York City. A multivariate test reveals that cultural group membership contributes the strongest predictive power, followed by self-esteem, and then by the three professional groups. The study concludes with implications concerning cross-cultural fashionable clothing decisions, which will be valuable to both scholars and practitioners in the field. Directions for future research are identified.

Original languageEnglish (US)
Pages (from-to)135-149
Number of pages15
JournalJournal of International Consumer Marketing
Volume28
Issue number2
DOIs
StatePublished - Mar 14 2016

Fingerprint

Multivariate Analysis
Self-esteem
Group membership
Multivariate tests
Variety seeking
Interpersonal influence
Predictive power
Susceptibility
Multivariate analysis
Consciousness
Conformity

All Science Journal Classification (ASJC) codes

  • Management Information Systems
  • Marketing

Cite this

@article{6f5e520ec2a54dcda64d301a775ef722,
title = "Professional Women's Fashionable Clothing Decisions in Bangkok and New York City",
abstract = "The primary objective of this study is to learn how much of the variances between women's fashionable clothing decisions can be explained by (1) membership of Eastern (collectivistic) and Western (individualistic) cultural groups, (2) membership of three major professional groups, and (3) level of self-esteem. The authors identify five dimensions of women's fashionable clothing decisions: clothing concerns, fashion consciousness, fashion conformity motivation, susceptibility to interpersonal influence, and variety-seeking behavior. A multivariate analysis of covariance is performed on a sample of 233 professional women in Bangkok and 158 in New York City. A multivariate test reveals that cultural group membership contributes the strongest predictive power, followed by self-esteem, and then by the three professional groups. The study concludes with implications concerning cross-cultural fashionable clothing decisions, which will be valuable to both scholars and practitioners in the field. Directions for future research are identified.",
author = "Rujirutana Mandhachitara and Thinada Piamphongsant",
year = "2016",
month = "3",
day = "14",
doi = "10.1080/08961530.2015.1116039",
language = "English (US)",
volume = "28",
pages = "135--149",
journal = "Journal of International Consumer Marketing",
issn = "0896-1530",
publisher = "Routledge",
number = "2",

}

Professional Women's Fashionable Clothing Decisions in Bangkok and New York City. / Mandhachitara, Rujirutana; Piamphongsant, Thinada.

In: Journal of International Consumer Marketing, Vol. 28, No. 2, 14.03.2016, p. 135-149.

Research output: Contribution to journalArticle

TY - JOUR

T1 - Professional Women's Fashionable Clothing Decisions in Bangkok and New York City

AU - Mandhachitara, Rujirutana

AU - Piamphongsant, Thinada

PY - 2016/3/14

Y1 - 2016/3/14

N2 - The primary objective of this study is to learn how much of the variances between women's fashionable clothing decisions can be explained by (1) membership of Eastern (collectivistic) and Western (individualistic) cultural groups, (2) membership of three major professional groups, and (3) level of self-esteem. The authors identify five dimensions of women's fashionable clothing decisions: clothing concerns, fashion consciousness, fashion conformity motivation, susceptibility to interpersonal influence, and variety-seeking behavior. A multivariate analysis of covariance is performed on a sample of 233 professional women in Bangkok and 158 in New York City. A multivariate test reveals that cultural group membership contributes the strongest predictive power, followed by self-esteem, and then by the three professional groups. The study concludes with implications concerning cross-cultural fashionable clothing decisions, which will be valuable to both scholars and practitioners in the field. Directions for future research are identified.

AB - The primary objective of this study is to learn how much of the variances between women's fashionable clothing decisions can be explained by (1) membership of Eastern (collectivistic) and Western (individualistic) cultural groups, (2) membership of three major professional groups, and (3) level of self-esteem. The authors identify five dimensions of women's fashionable clothing decisions: clothing concerns, fashion consciousness, fashion conformity motivation, susceptibility to interpersonal influence, and variety-seeking behavior. A multivariate analysis of covariance is performed on a sample of 233 professional women in Bangkok and 158 in New York City. A multivariate test reveals that cultural group membership contributes the strongest predictive power, followed by self-esteem, and then by the three professional groups. The study concludes with implications concerning cross-cultural fashionable clothing decisions, which will be valuable to both scholars and practitioners in the field. Directions for future research are identified.

UR - http://www.scopus.com/inward/record.url?scp=84958920529&partnerID=8YFLogxK

UR - http://www.scopus.com/inward/citedby.url?scp=84958920529&partnerID=8YFLogxK

U2 - 10.1080/08961530.2015.1116039

DO - 10.1080/08961530.2015.1116039

M3 - Article

VL - 28

SP - 135

EP - 149

JO - Journal of International Consumer Marketing

JF - Journal of International Consumer Marketing

SN - 0896-1530

IS - 2

ER -