• Journal of the Korean Society of Costume
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• v.60 no.8
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• pp.15-28
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• 2010

The purpose of this study was to investigate how gender role attitudes affect clothing involvement and clothing consumption behaviors in young female generation by changing the traditional sex role stereotype. For the research, the survey was conducted for a month from June 15 to July 15, 2009. Data was collected a total of 368 questionnaires from 20's female university students and analyzed 301 questionnaires with SPSS 12.0. The results were as follows. First, the results of factor analysis on gender role attitudes confirmed the multifactorial theory of gender schema: modern masculinity, conservative gender roles, modern feminity based on emotion, gender role openness, and traditional feminity. Second, gender role attitude of female university students was a little conservative but flexible to accommodate masculinity and active in the emotion expression. Third, gender role attitudes had important effects on clothing involvement which was identified into 4 different factors; fashion involvement, clothing interest, performance risk, and social psychological risk. Fourth, gender role attitudes were related with clothing consumption behaviors as like shopping orientation, on-going information search behavior and brand loyalty because of needs for innovation, exhibition and differentiation. Therefore, it was concluded that not only 'androgynous' from modern feminity based on emotion but also 'masculinity' was applied to important fashion marketing strategic tools by statically affecting female consumer's clothing involvement and clothing behaviors.

• Korean Journal of Human Ecology
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• v.14 no.6
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• pp.1007-1015
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• 2005

The purpose of this study was to investigate the relationship between the awareness of gender equality and clothing attitude of high school students. The survey was conducted on 600(male 297, female 303) high school students located in Choongnam and Jeollabukdo province. The statistical analysis was done with SPSS 11.0 for Windows Program to calculate percentile, mean and standard deviation. Also, the significance of the data was verified by Factor analysis, t-test, one-way ANOVA, Duncan' multiple range test. The results of this research were as follows: The results of analysing the factors to the response attitude toward appearance emerged four factors (sexual attractiveness, fashion pursuit, self-expression, aesthetic, and modesty). Gender had significant effects on the awareness of gender equality and clothing attitude of high school students. Gender equality awareness of high school students had an effects on clothing attitude. A group with high awareness score of gender equality showed high score in clothing attitude, fashion pursuit, self-expression, and aesthetic. A group with low awareness of gender equality, however, showed high in clothing attitude, sexual attractiveness and modesty.

• Korean Journal of Human Ecology
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• v.14 no.6
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• pp.985-994
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• 2005

The objective of this study was to investigate differences in clothing behavior and individual characteristics of female college students by their body cathexis and clothing attitude. The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude: positive congruity(positive body cathexis and clothing attitude, G1), positive incongruity(negative body cathexis and positive clothing attitude, G2), negative congruity(negative body cathexis and clothing attitude, G3), negative incongruity(positive body cathexis and negative clothing attitude, G4). The results were as follows: G1 was high in both public and personal self-esteem and self-image, extroverted, refined and impulsive. G2 were fashion opinion leaders, highly uneasy about society, highly impulsive, modem, peculiar, creative and introspective. G3 was highly uneasy about society, low in self-esteem, and less impulsive. G4 was low in both public self-esteem and fashion innovation, and avoided impulsive buying.

• Journal of the Korean Society of Costume
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• v.46
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• pp.143-158
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• 1999

The purpose of this study was to investigate the influence of home environment school life adjustment and demographic variables on the adolescents' clothing attitudes The subjects were 682 middle and high school boys and girls(boys. 342, girls:340) in Seoul Korea. Modesty of boys was influenced by parent's education(-) academic record achievement tendency of home and allowance(-) $(R^2$=8.6%) and girls influenced by affection of home(-) allowance(-) age and academic record$(R^2$=11.2%). Clothing satisfaction of boys was influenced by parents' education self-control tendency of home and school life adjustment$(R^2$=19.4%). girls influenced by allowance affection of home parents' education school life adustment and self-control of home$(R^2$=20.3%) Age was most important in predicting the wearing of regulative clothes of boys. followed by allowance and academic record(-)$(R^2$=26.7%) allowance was most important in girls followed by academic record(-), and achievement tendency of home $(R^2$=19.0%). The present findings mean that the more allowance adolescents received and the lower the academic record the lower the modesty and the their the wearing of regrlative clothes. The school life adjustment and home environment such as achievement affection and self-control tendency were meaningful variables That affect clothing attitude of adolescent.

• Journal of the Korea Fashion and Costume Design Association
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• v.8 no.1
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• pp.13-24
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• 2006

The college students selected by random sampling were classified into four groups by their body cathexis and clothing attitude to investigate differences in the consumer's Impulse-Buying in a negative consumer situation. Consumer cluster were classified into four groups: positive congruity(G1), positive incongruity(G2), negative congruity(G3), negative incongruity(G4). The result are as follows: G1 had high impulse. After Impulse-buying in a negative consumer situation they had negative attitude. G2 tends to do Impulse-buying a lot in a negative consumer situation. G3 had low impulse. After impulse-buying in a negative consumer situation they had both positive and negative attitude. After impulse-buying, G4 had negative and they tend to do a pure impulse buying in a negative consumer situation. As a result, the buying-impulse could cause the impulse-buying.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.3
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• pp.267-280
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• 2011

This study examined bag purchase behaviors for male consumers based on fashion attitudes. Data research were conducted on 304 males in their 20s and 30s located in Seoul & Gyeonggi province. The SPSS 17.0 software program was used to conduct data analyses such descriptive statistics, frequency analysis, factor analysis, cluster analysis, $X^2$-test, t-test, ANOVA, and Scheffe's test as a post-hoc analysis. The results of this study were as follows: Fashion attitude was identified with four factors personality, social recognition, practicality, and dignity. Customers were segmented into three subdivisions: conspicuous, recognition of individual style, and practicality of clothing. The factors derived from the factor analysis of selection criteria included intrinsic attributes and extrinsic attributes. Males in their 30s valued the intrinsic attributes and males in their 20s valued extrinsic attributes. The group of conspicuous of clothing, valued both intrinsic and extrinsic attributes as important. The factors derived from the factor analysis of bag pursuit benefit included pursuit of fashion/economic, famous brand, quality/convenience. Males in their 20s and 30s pursued famous luxury brands and fashion attitudes had a positive relevance to the bag pursuit benefit.

• Korean Journal of Human Ecology
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• v.8 no.3
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• pp.487-497
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• 1999

The purpose of this study was to investigate the relationship between the adjustment to life(school life, personal relations, home life, economic problem and time management), the clothing attitudes(status symbolism, fashionability, aesthetics, modesty, conformity, comfort aspect) and the clothing satisfaction. The questionnaires were administered to 456 university students in Chongju city to measure the demographic information, the adjustment to life and the clothing attitudes. As statistical analysis, frequencies, t-test, ANOVA, and correlation were used. The results were as follows: 1. The university students showed average state on the adjustment to their life. The adjustment to their home life and family was showed higher than other aspects, otherwise that to school life was showed lower than the others. 2. There were partially significant differences according to demographic variables of students on each aspect of the adjustment to life. 3. The university students showed moderate interest toward clothing attitudes. In the clothing attitudes, the interest toward comfort aspect was showed higher than other aspects, otherwise that toward conformity aspect was showed lower than the others. 4. There were partially significant differences according to demographic variables of students on each variable of the clothing attitudes. 5. There were partially significant correlations between each aspect of the adjustment and the clothing attitudes aspects.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.2
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• pp.55-73
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• 2009

Teenagers are fast in growth and very sensitive. They are more interested in appearance and clothing and they use it as a method of expressing themselves. Thus they show different attitudes toward clothing. This study is to survey teenagers' attitudes toward clothing, especially school uniform and to understand their psychological characteristics about clothing. The purpose of this study is to provide useful data in designing teenagers' school uniform which can serve to fulfill their clothing desire and beautiful school life. The results of this study can be summarized as follows. As of paradigm in clothing, they value individuality, economical efficiency, practicality, fashion, and conformity of clothes in the order of importance. They considered individuality value the most important. Students' preference of school uniform is not positive over all. About 60% of students support wearing uniform, and 50% like wearing uniform on the way to school. The reasons for wearing school uniform are psychological stability and economical efficiency. They think school uniform is well fitted for the student position and don't have to care about clothing if they wear school uniform. 63% of them prefer wearing famous brand but they think the price is too high. Comparing with male student, female students place more value on latest fashion and are more likely to purchase brand object than male students do. Female students have more experience in modification of school uniform than male students do. Based on the result of this study, we need to understand the students' attitudes toward school uniform and to accept demand of teenagers' idea in production of school uniform.

• Journal of the Korean Home Economics Association
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• v.42 no.11
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• pp.189-203
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• 2004

The purposes of this study were to identify 1) the effect of physical growth on body criticism from others and body image,2) the effect of body criticism from others on sociocultural attitude toward appearance, body image, and self-esteem, 3)the effect of sociocultural attitude toward appearance on body image, 4)the effect of body image on self=esteem and clothing attitude, and 5) the effect of self-esteem on clothing altitude on Korean female teenagers. The data were collected from 436 high school girls living in Seoul, Korea, via self-administered questionnaires, and were analyzed by factor analysis and LISREL models. The result of this study were as follows: 1) Among three measurement variables of physical growth, the height had a negative effect on body criticism from others. Sexual maturation positively influenced the affective aspect of body image. 2) Body criticism from others had a positive effect on the sociocultural attitude toward appearance and a negative effect on the affective aspect of body image. 3) The sociocultural altitude toward appearance had a negative effect on the affective aspect of body image and a positive effect on the cognitive/behavioral aspect of body image.4) The affective aspect of body image had a positive effect on the cognitive/behavioral aspect of body image, self-esteem, and clothing attitude. However, the cognitive/behavioral aspect of body image had a positive effect on clothing attitude.5) Self-esteem had no significant effect on clothing attitude.

• The Journal of the Korea Contents Association
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• v.18 no.1
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• pp.403-411
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• 2018

This study analyzes the attitude toward new products through case studies. The contents of the case study applied to the study were analyzed about the attitude of the new product to the recently screened movie "Sanguiwon(the royal tailor)". The court was an institution that oversees the clothes of the royal family in the Chosun Dynasty. In a conservative and closed market environment, attitudes toward acceptance of new products are strongly influenced by internal and external factors. Authoritative and conservative attitudes to secure competitive advantage in existing markets ultimately hamper the acceptance of new products or cause externalities. Eventually, innovative resistance to new products emerges. On the other hand, the acceptance of new products in an open market will form an attitude toward new products, once they form a respectful attitude towards their own benefit or attitude. These market leaders, depending on the way they pursue their values, form an attitude to adhere to their products or accept innovation. The validity of this study was verified through other cases. Ultimately, success in the market for new products suggests that success can only be achieved by understanding the delivery of value to consumers.