• Journal of the Korean Home Economics Association
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• v.39 no.12
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• pp.253-269
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• 2001

The goal of this study is to examine the level of disposition conformity in everyday life and behavior conformity in clothes brand choice, and analyze the effects of disposition conformity and influential variables on behavior conformity in brand choice. For this analysis, the data were collected from 478 middle school and high school students in Seoul through surveys. Frequency, percentage, mean, standard deviation, Pearson's correlation coefficient, ANOVA, t-test, Duncan's multiple range test and multiple regression have been used to analyze the research objectives. Main findings are following; First, the 62.8% of the students showed high level of disposition conformity, and the 60.7% of them showed relatively low level of behavior conformity in brand choice. The adolescent consumers'disposition conformity to the reference groups in everyday life is in the order of parents, peer group, and mass media star. Second, the group differences in disposition conformity are diversified by independent variables. Among socio-demographic variables, disposition conformity to peer group differ by grade and disposition conformity to parents differ by the parents'education. Sex causes differences between groups in all disposition conformity except parents. In economic variables, the perceived level of living raises differences between groups in disposition conformity to the parent and whole disposition conformity. As the degree of disposable money gets higher in buying clothes, adolescent consumers conform more to the mass media star. Disposition conformity to parents and peer group were also differed by self-esteem. Third, significant variables, which affect the adolescent consumers'behavior conformity in brand choice, are grade, their mother's education, degree of disposable money in buying clothes, and disposition conformity to peer group and mass media star.

• Journal of Korean Home Economics Education Association
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• v.18 no.3 s.41
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• pp.133-148
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• 2006

The purpose of this study was to acquire the better and more correct information on the school uniforms with which middle or high school students may be satisfied. We investigated clothing interest, school uniform satisfaction, school uniform modification behavior and the relationship anions those factors. The data were collected from 472 questionnaires of middle and high school students who lived in Gyeonggi-do and analyzed statistically. We found that adolescents felt a great interest in appearance, fashion, brand orientation of clothing, and they spent most of personal expenses in buying clothes. However, the extent of adolescents' satisfaction on school uniform was low. Especially, the satisfaction on status symbolism, fashion, washing & management, body comfort and economical efficiency of school uniform was found low. Three hundred fifty three students (74.8%) agreed to modify the school uniform for personality and in chase of fashion. Two hundred eighty four students (58.1%) needed partially and variously modified school uniform, and these modifications showed a tendency of tightness to the body. We also found that the higher adolescents' clothing interests in appearance, conformity, modesty and brand orientation were. the more satisfied adolescents were with the status symbolism and the washing & management of school uniform and the more affected the school uniform modification behaviors of students were. There were. however. no significant difference between the extent of school uniform satisfaction and the school uniform modification behavior, Another research of school uniform will be necessary in order to reduce the discrepancy between clothing needs for representing the appearance, personality and fashion in the present adolescents and those for representing the worthy and modest images of a student and pursuing the economic value through school uniform in the older generation. We suggest that students should consider these results when they choose school uniform and furthermore both the person in charge of schools and school uniform makers should refer to those when they design and make school uniform.