• Journal of Fashion Business
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• v.17 no.5
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• pp.84-100
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• 2013

The purpose of this study is to classify men's fashion leadership into groups and analyzed the differences for the actual conditions of cosmetics purchasing and evaluation criteria. Questionnaires are being administered from 163 men in their 20's and 30's living in Deagu Metropolitan City and Kyungbook. Frequency, factor analysis, reliability analysis, cluster analysis, ANOVA, Duncan-test, and $X^2$-test are all used for data analysis. Our findings are as follows. Men's fashion leadership is being categorized into fashion opinion leadership, innovative communicator and fashion innovator. Cosmetics evaluation criteria are service/aesthetic, ostentatious, function, and economy. Men's fashion leadership is classified into three groups: fashion laggards, fashion leaders, and fashion followers. Males show no significant differences in the function of cosmetics evaluation criteria by the groups but they show significances in service/aesthetic, ostentatious, and economy. Groups display distinctions between the sub-variables in the actual condition of cosmetics purchasing such the place of purchase, companionship when buying cosmetics, and average monthly purchase amount. Although the cosmetic markets for men show high average growth rates per year, cosmetic interests at the age of twenties and thirties are generally low, and cosmetics are not actively used. The customers' experience of using merchandise not only provide the opportunities of trying beforehand, but also lead to the role of information transfer, thus, it can be positively applied to active marketing. In addition, it can be expected that the low-priced cosmetic markets are guaranteed to obtain loyal customers through repurchasing and maintain long-term relationships by providing fashion followers with several promotional events.

• Fashion & Textile Research Journal
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• v.15 no.5
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• pp.713-721
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• 2013

This study compares the perceived body image of female college students in Korea and Japan as well as explains the difference in the level of self-esteem, body cathexis, body image and fashion leadership based on nationality and body. The sense of fashion leadership affected by these factors was also analyzed. A high ratio of Korean and Japanese female students perceived themselves as obese compared to actual body physique. It was shown that body was highly distorted. They showed a comparatively low level of satisfaction with appearance in contrast to their high interest in their appearance and weight. Thin bodied individuals showed a high level of self-esteem and body cathexis; however, persons with an obese body showed a low level of body cathexis. They showed high interest in appearance regardless of body physique; however, they remain unsatisfied with their appearance. Individuals with an obese body and a standard somatotype showed a high concern with weight. A high fashion opinion leadership was reciprocal to a high interest in appearance and satisfaction with appearance. Korean female students showed an indirect positive effect on fashion opinion leadership through body cathexis, self-esteem, interest in appearance, and satisfaction with appearance. A thin body showed a positive effect on fashion opinion leadership and an obese body had a negative effect. Fashion innovativeness was directly influenced persons with a high degree of self-esteem and interest in appearance. Japanese female students were directly affected by fashion innovativeness; however, Korean female students were indirectly affected by fashion innovativeness through self-esteem and interest in appearance.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.8
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• pp.1187-1196
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• 2000

본 연구는 노년층 남성과 여성의 의복행동에 대한 신체이미지와 자아존중의 관계를 알아보는 것으로 구체적인 목적은 첫째, 노년층 남성과 여성의 신체이미지와 의복행동과의 관계를 알아보고, 둘째, 자아존중과 의복행동과의 관계를 알아보며, 끝으로 의복행동에 대한 신체이미지와 자아존중과의 관계에 있어서 남녀간의 차이점과 유사점을 규명하는 것이다. 조사대상은 나이 55세 이상의 미국 남부와 거주하는 남성과 여성으로 302부의 설문지를 배부하여 108부를 자료분석에 이용하였다. 신체이미지는 신체 18부분에 대한 만족도로 측정하였고, 자아존중은 Rosenberg의 자아존중 척도를 사용하였으며, 의복행동은 의복태도, 유행의견선도력, 쇼핑에 대한 만족, 상점충성도, 의복비 지출을 포함하였다. 결과로 남녀 노년층에게 있어 신체만족도는 대부분의 의복행동과 상관 관계가 있었으며 유행선도력과 상표충성도에 대한 상관관계가 있어서만 남녀간 유의한 차이가 있었다. 또한 자아존중은 남녀 모두에게 있어 대부분의 의복행동과 상관관계가 있었으며 유행선도력과의 관계에서만 남녀간 유의한 차이가 있는 것으로 나타났다.

• Journal of Fashion Business
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• v.19 no.5
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• pp.77-92
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• 2015

The purpose of this study is to examine and compare effects of psychological factors on market mavenism and fashion leadership in order to determine the differences of two influential groups in the marketplace. The data were collected from 20's-50's consumers through an online survey institute and a total of 857 questionnaires were analyzed. Demographic variables (gender, age, and income level) were entered into the regression model 1 as independent variables, and 6 factors of consumer self-confidence, clothing involvement, status consumption, and price consciousness were entered into the regression model 2. In the regression model 1, gender (female) alone was significant in explaining market mavenism, while the income level had a positive relationship with fashion leadership. In the regression model 2, information acquisition, social outcome, persuasion knowledge among consumer self-confidence, and status consumption were significant predictors of market mavenism. On the other hand, personal outcome, social outcome, persuasion knowledge, clothing involvement, and status consumption had an effect on the fashion leadership. When comparing magnitudes of effects in predicting market mavenism and fashion leadership, social outcome and status consumption showed to have stronger impacts on fashion leadership than on market mavenism. Psychological factors showed to be more powerful in predicting market mavenism or fashion leadership, as compared to demographic variables.

• Journal of the Korean Society of Clothing and Textiles
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• v.11 no.3 s.25
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• pp.15-24
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• 1987

The purpose of this study was to investigate the relationships among fasion leadership, Social character, clothing conformity and fashion information source. For this purpose, a causal model was to be constructed and empirically tested. Fashion leadership is divided into fashion opinion leadership and fashion innovativeness and is appropriated to the model. The following conclusions were derived from the data analysis. 1. Social character has direct effects on clothing conformity, but indirect effects on fashion information source. 2. Significant interaction between clothing conformity and fashion information source was found. 3. In a fashion opinion leadership model, social character, clothing conformity, and fashion information source have significant direct effects on fashion opinion leadership 4. In a fashion innovativeness model, social character and fashion information source have significant direct effects on fashion innovativeness, and clothing conformity indirect effects through the fashion information source. 5. The explanatory power ($R^2$) was higher for the fashion opinion leadership model than for the fashion innovativeness model.

• Journal of the Korean Society of Costume
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• v.37
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• pp.89-102
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• 1998

This paper has main purpose of identifying the difference of the characteristicss of male consumers who have different levels of fashion leadership. 538 male consumers living in Seoul area was surveyed using questionnaire. Sam-ples were surveyed using questionnaire. Sam-ples were segmented as 3 groups by fashion leadership and named fashion leader, fashion follower and fashion retards. Various character-isticss in terms of personality, attitudes, life-estyle activities, magazined readership, use of fashion information sources, shopping behavior, risk perception and demographics analysis among 3 segments. 3 groups showed significant differences in many characteristics such as venturesomeness, cosmopoliteness, ex-tensity of travel, art/culture activity for offtime, reading of male-oriented magazines, in-formation search through fashion magazine, fashion knowledged, shopping preferrence, clot-hing expense. Based on major characteristics of each segment, some tips for marketing strategies were suggested.

• Journal of the Korean Home Economics Association
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• v.38 no.12
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• pp.101-110
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• 2000

The purpose of this study were to investigate the influences of fashion leadership on consumers'evaluation of domestic and imported perfume product, and perfume purchasing behaviors and to find out the demographics and consumer value on fashion leadership. The data were collected from 369 female college students using questionnaire. The results were as follows: First, there were significant differences on consumers'evaluation of domestic and imported perfume product between the groups on fashion leadership. The higher the fashion leadership, the much positive consumers'evaluation of imported perfume product. Second, Fashion leaders'the frequency of perfume usage and the pieces of perfume product were higher than fashion followers. The most important perfume attribute of all groups was scent, and fashion leader took the much significant view of brand name than fashion followers. Third, Fashion leaders'economical level and pleasure oriented value was higher than fashion followers.

• Journal of the Korean Society of Clothing and Textiles
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• v.22 no.7
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• pp.901-910
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• 1998

The purposes of this study were 1) to verify the theoretical model of the influential factors of brand variety seeking tendency in clothing products by identifying the relationships among optimum stimulation level, fashion leadership, fashion innovativeness, brand variety seeking attitudes and brand variety seeking behavior and 2) to identify the relationships among research variables according to clothing items(suits, jeans, casual jackets, T-shirts, panties, stocking) and the level of clothing involvement. The data was collected from 457 female college students living in Seoul and suburban areas, and was analyzed by frequency, one-way ANOVA, SNK test, multiple regression and path analyses. The results of this study were as follows: 1) There were significant effects of optimum stimulation level and fashion leadership on fashion innovativeness, significant effects of optimum stimulation level, fashion leadership and fashion innovativeness on brand variety seeking attitudes, and significant effects of brand variety seeking attitudes on brand variety seeking behavior 2) There were significant relationships among the research variables in case of suits and jeans. The relationships between variables were differed according to clothing items and the level of clothing involvement.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.2
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• pp.153-168
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• 2009

The purpose of this study was to identify the clothing attitude of Chinese students in korea according to gender, socio-economic level and resident period. The survey was conducted from October 30th to November 25th 2008, and 267 questionnaires were used for the analysis. Data were analyzed by factor analysis, T-test, ANOVA, Duncan's Multiple Range Test with SPSS 12.0. The results were as follows: 1. Most of Chinese students were middle-class Han race and they have been staying in Korea for 3 years. 2. Fashion leadership was classified as Innovation and Opinion leading factor; conformity as Nonconformity, Identification, and Norm consciousness; pursuit benefit as Practicality, Economy, and Aesthetic. 3. The Innovation factor was highly marked in female student group, the Opinion leading factor was higher in high-class group, and the pursuit benefit factor was significantly different between less than three years group and over three years group who have been in Korea. 4. We need to recommend best-design clothes for high-class Chinese female students who have been in Korea for over three years, and low-price clothes for less than 3 years.

• Fashion & Textile Research Journal
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• v.10 no.2
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• pp.155-163
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• 2008

The college students selected by random sampling were classified into several groups by their cosmetic impulse buying pattern and the internal characteristics that cause them. Their shopping orientation, life styles, makeup self-confidence, makeup interest and self-image were the subjects of comparative analysis. The results of this research can be summarized as follows.; fashion leader was classified fashion dual leader, fashion opinion leader, fashion innovator and fashion follower. The fashion dual leader and fashion innovator were more impulse buying orientated. The fashion dual leader and fashion innovator were highly evaluated in intellectual self faithfulness and life decoration preference style. The fashion dual leader and fashion innovator attached great importance to leisure pursuit and name brand preferring shopping. They showed the tendencies to the makeup self-confidence and makeup interest. But the fashion follower showed quite different tendencies. The fashion dual leader and fashion innovator perceived themselves as varied life style. These internal characteristics were supposed to contribute to their impulse buying.