한국생활과학회지 (Korean Journal of Human Ecology)

  • 제23권1호
  • /
  • Pages.85-99
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  • 2014
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  • 1226-0851(pISSN)
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  • 2234-3768(eISSN)
한국생활과학회 (Korean Association of Human Ecology)
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개인주의-집단주의 성향에 따른 유행선도력과 외모관리 기대가치

Fashion Leadership and Expected Values of Appearance Management According to Individualism-collectivism Orientation

  • 박은희 (대구대학교 패션디자인학과)
  • Park, Eun-Hee (Dept. of Fashion Design, Daegu National University)
  • 투고 : 2013.10.16
  • 심사 : 2014.02.14
  • 발행 : 2014.02.28
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초록

The purpose of this study was to classify individualism-collectivism orientation into groups and analyze the difference of fashion leadership and expected values of appearance management by the groups. Questionnaires were administered to 376 adults in 20's and 30's living in Deagu and Kyungbook area through June 10~June 20, 2013. Frequency, factor analysis, reliability analysis, cluster analysis, correlation analysis, ANOVA, Duncan-test, t-test, and $X^2$-test were used for data analysis. Survey method was used to collect data for this study and the measures such as individualism-collectivism orientation, fashion leadership and expected values of appearance management consisted of 5-point Likerties scale. Individualism-collectivism orientation was categorized into collectivism, competition consciousness, love of family, and individual focus. Fashion leadership were found as opinion leadership, double leader, and innovator. Expected values of appearance management were found as pleasure/individuality, other consciousness, and conformity. This indicates that women showed high opinion leader, double leader, and innovator of fashion leadership and pleasure/individuality, and conformity of expected values of appearance management while men care more about competition consciousness, love of family, and individuality focus of individualism-collectivism orientation. Individualism-collectivism orientation showed significant correlation with the sub-variable of fashion leadership and expected values of appearance management. Individualism-collectivism orientation were classified into three groups such as competition collectivism, individuality, and low individual-collectivism. A test of significance in groups was determined by demographic variables like gender, age, occupancy and monthly income. Groups showed significant difference in fashion leadership and expected values of appearance management.

키워드

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피인용 문헌

  1. 인스타그램 이용자의 개인주의/집단주의 성향, 사회적 자본 및 인스타그램 이용 성향에 따른 패션 인플루언서 속성 평가에 관한 연구 vol.43, pp.5, 2014, https://doi.org/10.5850/jksct.2019.43.5.605