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http://dx.doi.org/10.5850/JKSCT.2008.32.6.918

The Analysis of Sub-Factors of Modesty-Immodesty Concepts in US and South Korean College Women  

Kim, Yang-Jin (Dept. of Fashion Stylist, Sangji Youngseo College)
Michelman, Susan (Dept. of Merchandising, Apparel & Textiles, University of Kentucky)
Seock, Yoo-Kyoung (Dept. of Textiles, Merchandising & Interiors, University of Georgia)
Lee, Soo-Kyoung (Dept. of Home Economic Education, Chung-Ang University)
Publication Information
Journal of the Korean Society of Clothing and Textiles / v.32, no.6, 2008 , pp. 918-927 More about this Journal
Abstract
The purpose of this research was to identify the dimensions of modesty and immodesty in dress and to examine the differences in female college students' perceptions, in various cultures, of modest and immodest clothes. The researchers selected South Korea and the United States for the cross-cultural comparison study because these two countries show distinctive cultural characteristics. This study was conducted through both qualitative and quantitative methods. According to the result of the preliminary study, 47 questions were developed. The 4 Likert type scales used in the questionnaire were written in both English and Korean. Pretests were performed simultaneously in both countries. 174 American and 208 Korean students completed the questionnaire. The data were analyzed using SPSS. According to the results of factor analysis, there were 4 factors identified for the modesty-immodesty concept, including 'Conservativeness', 'Body exposure', 'Social appropriateness', and 'Attracting attention from others'. Students answered that they liked to wear conservative and socially appropriate dress in both cultures and that they did not like to wear clothing which draws a great deal of attention to them. Cultural differences were also identified. Based on the results, American students dressed more conservatively than Korean students, while Korean students preferred to wear revealing dress. American students were more conservative and preferred modest clothing. Also Korean students were more open about their body exposure and had immodest clothing attitudes.
Keywords
Conservativeness; Body exposure; Social appropriateness; Attracting attention from others;
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Times Cited By KSCI : 1  (Citation Analysis)
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