Journal of the Korean Society of Costume (복식)

The Korean Society of Costume (한국복식학회)
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The Effects of Consumers' Attitude toward Party on Dress Code Receptiveness

파티에 대한 태도가 드레스코드 수용에 미치는 영향

  • Seo, Sang-Woo (Dept. of Clothing and Textiles, Seoul National University) ;
  • Lee, Yu-Ri (Dept. of Clothing and Textiles, Seoul National University/The Institute of Human Ecology at Seoul National University)
  • 서상우 (서울대학교 대학원 의류학과) ;
  • 이유리 (서울대학교 의류학과/생활과학 연구소)
  • Published : 2008.01.31
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Abstract

Party is an important communication method in the 21st century and this tendency is not exceptional in Korea. With this noteworthy phenomenon, this study summarized the concept and history of party first, and then analysed "belief - attitude - behavioral intention" model based on the one-dimensional attitude theory. The variables included in this research were western culture familiarity as belief factor, three variables evaluating the party culture(i.e., non-popularity of party, marketability of party, sociability of party) as attitude factor, and dress code receptiveness as behavioral intention factor. The samples of this study were 498 women in twenties and thirties from metropolitan areas in South Korea. SPSS 12.0 and AMOS 4.0 packages were used for statistical analysis. The results of this research are as follows: First, western culture familiarity had a significant effect on attitude toward party culture. Specifically, western culture familiarity negatively influenced the non-popularity dimension of party and positively influenced the marketability and sociability dimension of party. Second, attitude toward party culture significantly influenced the dress code receptiveness. Consecutively, all of three dimensions about attitude toward party culture positively influenced the dress code receptiveness. Managerial implications were provided.

Keywords

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