The purposes of this study were to investigate the relationships between individuals characteristics (socio-economic status, time pressures, resources related with implementing housework), attitudes toward goods characteristics, and the level of market goods substitution of housework in the domain of foods and clothes. For empirical analysis, the data of the study was collected from 572 married women living in Seoul. Covariance structure analysis were employed for data analysis, using LISREL. The major findings were as follows: 1) Individuals characteristics, attitudes toward market goods characteristics, and the level of goods substitution of housework had causal relationships. 2) Generally, wifes age and resources related with implementing housework were negative predictors of the level of market goods substitution of housework and wifes education, income, time pressures, attitudes toward characteristics of market goods were positive predictors. Wifes employment was a constraint of Korean traditional sauce, clothes repairing service and laundry service purchases, but a facilitator of the level of dining-out.