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, 302-735, Korea Tel: +82-42-520-5981 Fax: +82-42-540-5421 E-mail: heekangm@pcu.ac.kr * - 37 -
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