African Journal of
Business Management

  • Abbreviation: Afr. J. Bus. Manage.
  • Language: English
  • ISSN: 1993-8233
  • DOI: 10.5897/AJBM
  • Start Year: 2007
  • Published Articles: 4194

Full Length Research Paper

The relationship among consumer vanity trait, materialism and fashion anxiety

Wei-Lung Chang1, Long-Chuan Lu2, Hung-Jen Su2, Tai An Lin2 and Kuang-Yu Chang3
  1Department of Business Administration, Chung Yun Institute of Technology, 40, Yi 7th Rd., Keelung, Taiwan, Republic of China. 2Department of Business Administration, National Chung Cheng University,Taiwan. 3Institute of International Business Management, Ching Yun University, No.229, Jianxing Road, Zhongli, Taoyuan 320, Taiwan, Republic of China.
Email: [email protected]

  •  Accepted: 11 February 2011
  •  Published: 04 May 2011

Abstract

 

This study focuses on Taiwan adolescent female students’ vanity traits, materialism and fashion anxiety. A convenience sample of 591 female college students was used. The outcomes of the relationship hypotheses found that vanity traits are positively related to materialism. Moreover, materialism has a positive significance relationship with fashion anxiety. The most important finding is that materialism mediates between vanity traits and fashion anxiety. The findings of this research may have implications for marketing theory, research methods and practical use.

 

Key words: Vanity traits, materialism, fashion anxiety, adolescent female students, SEM.

Copyright © 2024 Author(s) retain the copyright of this article.

This article is published under the terms of the Creative Commons Attribution License 4.0

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