Journal of the Korean Society of Clothing and Textiles (한국의류학회지)
- Volume 12 Issue 3 Serial No. 28
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- Pages.295-307
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- 1988
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- 1225-1151(pISSN)
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- 2234-0793(eISSN)
A Study on Fashion Leadership I -The Predictors of Fashion Leadership-
유행선도력에 관한 연구 I -유행선도력 예측변인에 대하여-
- Ree Hwa Yon (Dept. of Clothing and Textiles, College of Home Economics, Seoul National University) ;
- Rhee Eun Young (Dept. of Clothing and Textiles, College of Home Economics, Seoul National University)
- Published : 1988.11.01
Abstract
The purposes of the study were to identify the general predictors of fashion leadership and to compare the fashion leadership predictors among different social groups. Thirty-one variables (thirteen fashion-related variables, five social variables, nine psychological variables, four demographic variables) were included in the regression analysis. Data were obtained from 446 women living in Seoul area by self-administered questionnaire. The results of the study were as follows: 1. Seven variables explained about 64 percent of the total variance of fashion leadership. The most important predictors of fashion leadership were fashion interest, use of marketer-dominated fashion information source, and 'stable-creative' self-image. 2. The predictors that consistently predict fashion leadership across different social groups (students, career women, housewives) were fashion interest and use of marketer-dominated information source. The predictors of innovativeness and opinion leadership were very different among groups.
Keywords