• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.5-14
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• 2000

Fashion leadership of middle- and high-school male student was measured. The subjects were divided into five subgroups including, fashion dual leaders(13.3%), innovators(10.3%), opinion leaders(7.6%), followers(52.3%), and laggards(16.3%), according to their innovativeness and opinion leadership. The findings were as follows : fashion dual leaders were very confident and fashion-conscious while other subgroups were very price-conscious and quality-aware. Among the fashion information sources included in the study' my own experience and opinion' was the most Important to all 5 subgroups. Generally the higher the fashion leadership was, the more actively utilized fashion information sources. The fashion magazine and commercials as information sources was not as important to the subjects as it was to college women. Apparel shopping behavior was also significantly different among subgroups. As a whole, the general characteristics, such as. the use of fashion information and the apparel shopping behavior, of opinion leaders and innovators were similar, but those of followers and laggards were very dissimilar.

• Journal of the Korean Home Economics Association
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• v.35 no.1
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• pp.291-306
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• 1997

The purposes of this study were 1) to identify the gender differences in the perception of sexuality in jeans fashion advertising 2) to identify the differences between fashion opinion leaders and followers in the preferences of advertisements and followers in the preferences of advertisements and intentions to buy the advertised jeans in highly and low sexual advertising. The data were collected via a questionnaire from 441 collesge students(female=225, male=216) living in Seoul. Korea, and analyzed by t-test. The results of this study were as follows: First there were significant differences between male and female in the perception of sexuality in jeans fashion advertising. Second to significant differences between fashion opinion leaders and followers in intentions to buy the advertised jeans of highly sexy advertisements were found in the data collected from male. But there were not significant differences between fashion opinion leaders and followers in preferences and intentions to buy the advertised jeans of highly sexy advertisements in female's data. Third there were significant differences between fashion opinion leaders and followers in the preference of low sexy advertisements in female's data. But there were not significant differences between fashion opinion leaders and followers in preferences and intentions to buy the advertised jeans of low sexy advertisements in male's data.

• Journal of the Korean Home Economics Association
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• v.35 no.3
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• pp.63-75
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• 1997

The purposes of this study was to identify the differences between fashion opinion leaders and followers in the characteristics oriented New Young Generation and the types of fashion advertising involvement. The data were collected via a questionnaire from 431 college students(female=218 male=213) living in Seoul, Korea and analyzed by factor analysis and t-test. The results of this study were as follows: First, eight factors of the characteristics oriented New Young Generation were identified: Fashion, individuality, preference of caffe with affective mood, expression of emotion, indivisualism, preference of tastes oriented Western Europe, activity of pan club and chatting by personal computer. The significant differences between fashion opinion leaders and followers in fashion, individuality, preferences of the caffe with affetive mood, and expression of emotion were found in the data collected from female. There were significant differences between fashion opinion leaders and followers in fashion, individuality in the data collected from male. Second, three factors of fashion involvement advertising were identified: The hedonic involvement, social involvement, utilitarian involvement. The significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement, utilitarian involvement and the levels of involvement were found in the case of female's data. There were significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement and levels of involvement except for utilitarian involvement in the case of male's data.