International Journal of Costume and Fashion

The Korean Society of Costume (한국복식학회)
권호 표지

Differences in Clothing Selection Criteria of Regional Subculture Groups

  • Youn, Cho-Rong (Research Institute of Human Ecology, Seoul National University) ;
  • Choo, Ho-Jung (Dept. of Clothing and Textiles, Seoul National University)
  • Published : 2010.12.31
Download PDF
⟨ Previous Next ⟩

Abstract

This study regarded fashion selection criteria as clothing consumption value and desired fashion images, and examined selection differences according to regional subculture groups. Clothing consumption value is a direct value that people seek with clothing products and a perceived value which is divided into emotional, social, price, quality values. Fashion image which is a feeling communicated to others by wearing a certain fashion style is the most superficial value. Multivariate Analysis of Variance (MANOVA) was performed to test the differences between regional subculture groups in clothing consumption values and desired fashion images. We found some differences in clothing consumption value specifically in emotional value and social value. The group differences were remarkably significant in fashion image comparison. 'Kang-nam' group pursued 'lively', 'sophisticated', 'charming', feminine', 'gorgeous' image more than 'Kang-buk' group. While 'Kang-buk' group produced lower scores in ideal fashion images, the group had significant higher seeking in 'sportive' image compared to 'Kangnam' group.

Keywords

References

  1. Koh, A. R., Park, K. H., & Lee, Y. S. (1997). Factors affecting outshopping behavior of female consumers in Seoul and satellite cities. Journal of Korean Society of Clothing and Textiles, 21(2), 442-454.
  2. Koh, A. R., Jin, B. H., &, Shim, J. E. (2000). Influencing Factors of Korean Female Adolescent's Clothing Behaviors-Effects of Psychological Characteristics, Age and Residence-. Journal of Korean Society of Clothing and Textiles, 24(4), 475-486.
  3. Kim, Kug Hee & Kim, Deuk Ha. (2010). A study on differences of attitudinal variables of fashion and behavior variables of clothing purchase according to their pursued self-image on 20s women. Journal of the Korean Society of Design Culture, 16(4), 104-116.
  4. Narukoong, Y. S. (1999). A study on the culture of clothing of subgroups among adolescents by residence. Journal of Korean Society of Clothing and Textiles, 23(5), 623-634.
  5. Ryoo, S. H., & Shin, S. R. (2009). An analysis of the relationships between clothing image and clothing shopping orientation of middle aged women. Journal of Korean Home Economics Association, 47(3), 1-10.
  6. Rhee, Y. S. (2000). Clothing importance perception and clothing involvement; in relation to value, fashion opinion leadership and shopping behavior. Journal of Korean Society of Clothing and Textiles, 24(4), 549-559.
  7. Lee, H. K., & Lee, M. H. (2004). A Study on Consumer's Value, Sportswear's Benefit Sought and Attribute Evaluation. Journal of Costume Culture Association, 12(6), 1031-1044.
  8. Yeom, I. G., & Kim, M. S. (2004). Actual images and pursued images and purchase behaviors for clothing as determined by self-image. Journal of Costume Culture Association, 12(1), 90-103.
  9. Oh, C. S. (1996). Clothing market segmentation by situational self image. Master's Thesis, Seoul National University.
  10. Lee, M. H., & You, K. S. (2004). Regional differences of clothing consumption behavior in Korean adolescents. Journal of the Korean Society of Costume, 54(5), 13-25.
  11. Rhee, E. Y. (2000). Fashion Marketing. Seoul: Koymunsa.
  12. Lim, K. B. (2005a). A study on the women consumers' clothing consumption value and involvement-comparative analysis of large and small city. Journal of Korean Society of Clothing and Textiles, 29(1), 68-78.
  13. Lim, K. B. (2005b). The influence of self-image and pursued-image of clothes on the clothing purchase decision making according to the residence. Journal of Korean Home Economics Association, 46(6), 1-11.
  14. Jeon, K. S. (2000). A Study on Fashion leadership, use of fashion information and apparel shopping behavior of middle and high school male students. Journal of the Korean Society of Costume, 50(7), 5-14.
  15. Chung, I. H. (2001). The study on desired image and fabric preference of woman college student for apparel. Journal of Costume Culture Association, 9(4), 81-90.
  16. Choi, J. (2003). A study of the formation process of consumer-based clothing brand equity. Doctoral Dissertation, Seoul National University.
  17. Ashforth, B. E. & Mael, F. (1989). Social identity theory and the organization. Academy of Management Review, 14(1), 20-39.
  18. Goldsmith, R. E., Heirmeyer, J. R., & Freiden, J. B. (1991). Social value and fashion leadership. Clothing and Textiles Research Journal, 10(1), 37-45. https://doi.org/10.1177/0887302X9101000106
  19. Rokeach, M. (1968). The role of values in public opinion research, Public Opinion Quarterly, 32(4), 547-559. https://doi.org/10.1086/267645
  20. The Kyunghyang Shinmun. Regional differences of School Uniform Style. 2006.05.18