Degree Type


Date of Award


Degree Name

Doctor of Philosophy


Textiles and Clothing

First Advisor

Nancy J. Miller


This study was designed to explore older female consumers' social activities, apparel shopping orientations, apparel shopping activities, and life satisfaction. The objectives of this study were to determine whether or not differences existed between older female consumers aged 55--64 and those aged over 65 and between urban and rural consumers in activities, apparel shopping orientations, and apparel shopping activities. In addition, this study suggested a nomological model based on the literature to guide the examination of relationships among older female consumers' characteristics, activities, apparel shopping orientations, apparel shopping activities, and life satisfaction.;The population of interest was older female consumers over age 55. A self-administered questionnaire was mailed to 1,000 older females living in two urban and two rural communities in Iowa. A total of 412 questionnaires were returned, and of these 386 were used in the study. The sample consisted of 190 older female consumers aged 55--64 and 196 aged 65 and older.;Factor analyses were conducted to discover dimensionalities of activity, apparel shopping orientation, apparel shopping activity, and life satisfaction scales. Results of t-tests indicated that only apparel shopping activity variables, such as media and merchandising information-seeking for apparel shopping, apparel shopping locations, and apparel expenditures, were significantly different for middle-aged and older consumers. When comparing urban and rural older female consumers, only informal social activities were significantly different. Rural older female consumers were more engaged in informal social activities than urban older female consumers.;A series of stepwise regression analyses were performed and the results suggested that older female consumers' characteristics affected their levels of activity participation, apparel shopping orientations, and apparel shopping activities, and their levels of activity participation affected apparel shopping orientations and apparel shopping activities. Older female consumers' apparel shopping orientations explained 35% of the variance in apparel shopping activities.;Results of a hierarchical regression analysis indicated that all consumer characteristic variables significantly contributed to life satisfaction, whereas only leisure and informal social activities and fashion involvement contributed to life satisfaction. The results did not suggest a significant effect of apparel shopping activities on life satisfaction of older women.



Digital Repository @ Iowa State University,

Copyright Owner

Hyun-Mee Joung



Proquest ID


File Format


File Size

135 pages