Journal of the Korean Society of Clothing and Textiles (한국의류학회지)

The Korean Society of Clothing and Textiles (한국의류학회)
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Difference of Purchase Behavior of Appearance Orientation, Appearance Evaluation, and Fashion Product Purchase Behavior on Media Contact Responses -Focused on Chinese Students in Korea-

미디어 접촉반응에 따른 외모지향과 외모평가, 외모 관련 상품 구매행동 차이 연구 -국내 중국인 유학생을 중심으로-

  • Jun, Ji-Hyun (Dept. of Clothing & Textiles, Chungnam National University) ;
  • Lee, Mi-Sook (Dept. of Fashion Design & Merchandising, Kongju National University)
  • Received : 2015.03.26
  • Accepted : 2015.05.20
  • Published : 2015.08.31
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Abstract

This study examined difference of purchase behavior of appearance orientation, appearance evaluation, and fashion product purchase behavior on media contact responses. Data were collected from 315 female Chinese university students in Daejeon and Chungnam from May to June 2013. Data were analyzed by descriptive statistics, t-test, correlation, crosstabs analysis with the SPSS-WIN 20.0 program. The results of this study were as follows. First, media contact responses correlated appearance orientation and appearance evaluation. The active group of media contact responses indicated a more active appearance orientation and appearance evaluation. Second, the active group of media contact responses were fashion product purchase behavior. This study verified the relationship of media contact responses and appearance variables-appearance orientation, appearance evaluation, and fashion product purchase behavior.

Keywords

References

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