The effects of culture, long-term orientation, and gender on consumers’ perceptions of clothing values

• Hsiu-Ju Hsu

  National Pingtung University of Science and Technology

• Leslie Davis Burns

  Oregon State University

We examined the effects of culture, high and low long-term orientation, and gender on consumers’ perceptions of clothing values when making clothing purchase decisions. Participants were 487 university students from USA and 903 from Taiwan who completed a self-administered questionnaire. It was found that consumers from the culture with high long-term orientation (Taiwan) scored significantly higher on economic and religious clothing values than did consumers from the culture with low long-term orientation (USA). Moreover, consumers’ clothing values varied according to the type of clothing, and female participants scored significantly higher on aesthetic and social clothing values when compared to male participants.

1. Hsiu-Ju Hsu, National Pingtung University of Science and Technology

   Hsiu-Ju Hsu is an Associate Professor in the Department of Fashion Design and Management, College of Management, National Pingtung University of Science and Technology,Taiwan, R.O.C.

2. Leslie Davis Burns, Oregon State University
   Department of Design and Human Environment

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