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This study investigates the influence of social desirability to questionnaire response and data analysis in order to identify the need for social desirability control in clothing consumer research. A questionnaire measuring social desirability, social face sensitivity, clothing shopping behavior, and demographic characteristics was developed. Responses of 234 respondents were analyzed using factor analysis, simple regression analysis, hierarchical regression analysis, descriptive analysis, and Cronbach`s alpha analysis. The results were as follow. First, respondents were influenced by social desirability when they responded to items measuring other-conscious social face. Second, the result of regression analysis (that the independent variable was social formality) was less influenced by social desirability control because the influence of social desirability to social formality was insignificant. Conversely, the result of regression analysis (that the independent variable was other-conscious social face) was more influenced by social desirability control because the influence of social desirability to other-conscious social face was significant. This study is an initial study that notices the need for social desirability control in clothing consumer research.

han-guk uiryu hakoeji/han'gug yi'ryu haghoeji

The Influence of Social Desirability to Questionnaire Response and Data Analysis -Focus on the Influence of Social Face Sensitivity to Clothing Shopping Behavior-