The Research Journal of the Costume Culture (복식문화연구)

The Costume Culture Association (복식문화학회)
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The difference in female image preference by nation and gender between Korea and China

한국과 중국의 국가와 성별에 따른 여성이미지 선호도의 차이

  • 이정 (가천대학교 의상학과) ;
  • 이혜원 (가천대학교 의상학과) ;
  • 김미영 (가천대학교 패션디자인전공)
  • Received : 2018.11.15
  • Accepted : 2018.12.21
  • Published : 2018.12.31
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Abstract

This study aims to identify the differences between Korean and Chinese and males and females in terms of female image preferences. The survey was conducted for 1 month targeting male and female Korean and Chinese subjects. Among the 350 completed questionnaires, 309 were used for analysis. For the analysis, 11 female images were chosen based on theoretical study, then a t-test and a paired t-test were carried out using SPSS 19.0. The results of this study are as follows: First, differences in female image preferences were observed to depend on nationality and gender. Koreans prefer urban images while Chinese prefer cute, intelligent, and sexy images. Second, males prefer innocent or sexy images, while females prefer sophisticated images. Third, Korean males prefer innocent, active, sophisticated, gentle, cute, sexy, urban, natural, intelligent, spectacular, and neutral images in order. Chinese males prefer gentle, innocent, sexy, active, sophisticated, intelligent, cute, natural, urban, spectacular, and neutral images in order. Fourth, Korean females prefer sophisticated, gentle, urban, natural, intelligent, innocent, active, sexy, cute, spectacular, and neutral images in order. Chines females prefer sophisticated, intelligent, cute, gentle, innocent, active, natural, sexy, urban, spectacular, and neutral images in order. Using these results, it will be possible to design marketing strategies for global consumers.

Keywords

References

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