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1 Apparel Purchase Behaviors and Image Preferences of Preteen Girls and Their Mothers: Considering Preteen Girls BMI and Body Image Department of Home Economics Education, Pai Chai University Assistant Professor : Hee-Kang Moon <Abstract> The purpose of this study was to identify preteen girls and their mothers apparel image preference and apparel purchase behavior. This study was particularly interested in verifying the influencing factors of plus size preteen girls apparel choice by investigating the correlations between preteens physical characteristic and their apparel related variables. Data were obtained from the questionnaire by 190 preteen girls and 120 mothers. The influential power of preteens on apparel purchase decision was greater than that of their mothers, and their preferred apparel images were comfortable/neat, cute/girlish, and mature/chic. Comparing to preteen girls, their mothers preferred comfortable/neat and cute/girlish images to mature/chic apparel image. Their physical maturity levels were significantly correlated with apparel image preference. Moreover, plus size preteen girls interests in appearance and clothing was higher than that of normal weight preteen girls, this implied potentiality in apparel market for plus size preteen. (preteen), (apparel image preference), (plus size consumer), (body image) Corresponding Author : Hee-Kang Moon, Department of Home Economics Education, Pai Chai University, 14 Yeon Ja 1Gil, Seo-gu, Daejeon, , Korea Tel: Fax: *

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13 Brock, M. K., Ulrich, P. V., & Connell, L. J.(2009). Exploring the apparel needs preferences of tween girls and their mothers. Clothing and Textiles Research Journal, 27, Cook, D. T., & Kaiser, S. B.(2004).Betwixt and be tween. Journal of Consumer Culture, 4(2) Creekmore, A. M.(1974). Clothing related to body satisfaction and perceived peer self. Research Report, 239, Michigan: Technical Bulletin, Michigan State University Agricultural Experiment Station. Daters, C. M.(1990). Importance of clothing and selfesteem among adolescents. Clothing and Textiles Research Journal, 8, Foundation for child development(2008). Francis, S. K.(1992). Effect of perceived clothing depriviation on high school students social participation. Clothing and Textiles Research Journal, 10, Frued, S.(1961). The ego and Id. London: Hogarth. Hulan, D.(2007). Mistaking brands for tween identity, The Mcmaster Journal of Communication, 4(1), Lindstrom, M.(2004).Brand is no longer child s play. Journal of Consumer Marketing, 21(3) Nunnally, J.(1978). Psychometric Theory(2 nd ed.). NY: McGraw Hill. Philips, D.(1999). Tween BEAT: Targeting pre-teenage consumers. Entrepreneur, 27(9), Russel, R., & Tyler, M.(2004). Branding and bricolage: Gender consumption and transition. Childhood, 12(2), Shim, S., Kotsiopulos, A., & Knoll, D. S.(1991). Body cathexis, clothing attitude, and their relations to clothing and shopping behavior among male consumers. Clothing and Textiles Research Journal, 9(3), Sontag, M. S., & Schlater, J. D.(1982). Proximity of clothing to self: Evolution of concept. Clothing and Textiles Research Journal, 9(3), Thompson, J. K.(1990). Body Image disturbance, Assessment and Treatment. Elmsford, NY: Pergamon Press

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