Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Self-consciousness, and Make-up Behavior according to Attitude toward Fast Fashion Typology of High School Girls

여고생의 패스트패션 태도 유형에 따른 자의식과 화장행동

  • 박은희 (대구대학교 패션디자인학과)
  • Received : 2015.02.03
  • Accepted : 2015.02.25
  • Published : 2015.02.28
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Abstract

The purpose of this study is to classify the attitudes toward fast fashion into groups and analyze the differences of the self-consciousness, and make-up behavior by groups. Questionnaires are being administered from 179 high school girls living in Deagu metropolitan City. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncant-test, and ${\chi}^2$-test are all used for data analysis. Our findings are as follows. The attitude toward fast fashion shows a significant correlation with the sub-variable self-consciousness and make-up behavior. Attitude toward fast fashion is being categorized into convenience focus, fashion focus, design focus, and season focus. Self-consciousness is social self-consciousness, social anxiety, private self-consciousness, and private anxiety. Make-up behavior is positive effect, fashion leader, and conformity. Attitude toward fast fashion is classified into three groups: disposability, fashionability, and low interest of fashion. The groups show a significant difference in the self-consciousness, and make-up behavior. Groups display no distinctions between the sub-variables in the actual conditions of cosmetics such as a first time for make-up and frequence of visit.

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References

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