A Study on Reference Groups and Their Characteristics Influencing Business Wear Conformity

의복동조에 영향을 미치는 준거집단과 준거집단의 특성에 대한 연구 -직장인들을 대상으로-

The purpose of this study was to identify reference groups and their characteristics that influence career people's clothing conformity. The responses of 714 fulltime employees subject from four different cities were analyzed. Business wear used as the stiuational stimulus. The Identificational Conformity was most influenced by friends or school seniors and juniors, followed by spuse or lover and siblings. The Normative Conformity was most influenced by spouse or lover, followed by supervisors, parents or elders, customers or business counterparts, and colleagues. And it was found that career people showed more Identificational Conformity and Normative Conformity to the reference groups which regulated their clothings, had credibility and had attractiveness.