Abstract
This study intends to analyze the sex role stereotype that could be effective variable for conduction clothing behavior and clothing image preference, to find out the relationship between sex role stereotype and out/inner wear clothing behavior and clothing image preference of women, and to provide useful information for establishing marketing strategies of out/inner wear market. A total of 628 samples were selected from adult female in Seoul. Questionnaire was used as major method of gathering data. They were analyzed by SAS package. Main result of this study were follows: 1. In the relationship between clothing behavior and clothing image preference and demographic variables, four clothing-behaviores of out wear, and comfort and aesthetics of inner wear showed significant differences according to all of the demographic variables. 2. In the relationship between sex role stereotype and clothing behavior and clothing image preference, four types of sex role stereotype were showed significant differences in comfort, modesty, aesthetics and masculine-feminine image of out wear, and masculine-feminine image of inner wear. 3. In the consistency between out wear clothing behavior and clothing image preference, and inner wear clothing behavior and clothing image preference according to sex role stereotype, all cases except one showed no significant consistency.
