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Family and Consumer Sciences Research Journal
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Examining the Effects of Fashion Activities on Life Satisfaction of Older Females: Activity Theory Revisited

Hyun-Mee Joung

Northern Illinois University

Nancy J. Miller

University of Nebraska-Lincoln

This study applied activity theory to older female consumers' apparel shopping behavior and explored relationships among these consumers' characteristics, social activity, fashion-apparel shopping orientation, apparel shopping activity, and life satisfaction. A self-administered questionnaire was mailed to 1,000 females older than age 55 living in a midwestern state. A total of 386 (38.6%) questionnaires were used in the study. Hierarchical regression analysis was employed to determine the effect of older female consumers' characteristics, social activity, fashion-apparel shopping orientation, and apparel shopping activity on life satisfaction. The regression results indicate that the following variables significantly contributed to the older female consumer's life satisfaction: age, education, income, self-assessed health, fashion involvement, and frequency of participation in leisure and informal social activities. Participation in apparel shopping activity did not contribute to life satisfaction when controlling for the other variables in the regression analysis.

Key Words: apparel shopping behavior • fashion-apparel shopping orientations • activity theory • life satisfaction • older consumers

Family and Consumer Sciences Research Journal, Vol. 35, No. 4, 338-356 (2007)
DOI: 10.1177/1077727X07299992
Add to CiteULike CiteULike   Add to Connotea Connotea   Add to Del.icio.us Del.icio.us   Add to Digg Digg   Add to Reddit Reddit   Add to Technorati Technorati    What's this?