• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.1
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• pp.3-14
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• 2000

The purpose of this study were 1) to segment 20's female apparel market using consumer's fashion image preference in formal wear, and 2) to identify the group differences in seasonal color (hue and tone) and color image (image associate with lightness and chroma) preference as well as in demographic variables. The subjects were 253 females in their late twenties living in Seoul, Korea. The data were collected using self-administred questionnaires and analyzed by factor analysis. Cluster analysis, $\chi$2 -test, one-way ANOVA, and Duncan test. The results of this study were as follows: 1) Four fashion image groups were identified through cluster analysis using consumer's fashion image preference: Elegant image group, Sexy image group, Lively image group, and Romantic image group. 2) There were significant differences among fashion image groups in hue preference for spring clothes, tone preferences for spring and fall clothes. Color images are associated with lightness for spring and summer, and are associated with chroma for spring, summer, and fall. Group differences in demographic variables were found in socio-economic status and average expenditure for formal jacket.

• Journal of the Korean Home Economics Association
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• v.42 no.12 s.202
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• pp.253-264
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• 2004

The purpose of this study was to conduct research on consumers who seek to portray an image through their living atmosphere and clothing, and to survey the home fashion design preference of Korean women, aged in their 20s to 40s. We distributed questionnaires to 600 women. The reliable questionnaires were used for a statistical analysis. Data analyses were conducted with SPSS program on ANOVA and Pearson correlations. We obtained the following results: 1. Women who are living in larger housing sought 'elegant', 'sophisticated', and 'gorgeous' images. There was a high correlation between the image sought through the surrounding environment and the image sought with clothing. Those who wanted an image of Korean traditional and classic living environment, also sought the same image in their clothing. 2. There was a significant difference in the preference of home fashion products among women seeking specific images in their living environment. In the preference of children's bed sheets and comforters, there was a significant difference in Korean traditional image. In addition, there was a significant difference in the preferred types of curtains in elegant, sophisticated, gorgeous and classic seeking images of environment. These results may be useful for the home fashion stylist or home fashion marketer.

• Journal of the Korean Home Economics Association
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• v.46 no.6
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• pp.49-59
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• 2008

The purpose of this study was to examine the role of consumers' self-image and pursued-image of clothes on the clothing purchase decision making according to the location. Data were obtained from a questionnaire filled out by 575 women living in Seoul and Jechon. For data comparative analysis, paired t-test, t-test, factor analysis and multiple regression analysis were used. The results of this study are as follows: 1. There were significant differences in self-image and pursued-image in terms of clothing purchases between women who live in Seoul and Jechon residents. 2. Demographic variables influenced to the self-image and pursued-image of clothes factor. Among them, size of the city was the most important factor which influence to the clothing purchase behavior. 3. Self-image, pursued-image of clothes, problem recognition and evaluative criteria factors significantly differed between Seoul and Jechon residents. In two cities, problem recognition factor which was arisen by external stimulus and all of the evaluative criteria factors showed significant differences. 4. When the cities were partitioned by size(large and small city), the influence of self-image and pursued-image of clothes on the clothing purchase behavior showed different phases. Generally, self image and pursued-image of clothes were more important to various problem recognition and evaluative criteria factors in large city(i.e. Seoul) than in small city(i.e. Jechon). However economic rational factor was the exception.

• Journal of the Korean Society of Clothing and Textiles
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• v.28 no.6
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• pp.746-757
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• 2004

This study was intended to analyze clothing preference images according to the age groups (30's, 40's, 50's and 60's) and to clarify the differences between present clothing preference images and that of the future after 60. The data was collected through a questionnaire and a total of 482 questionnaires on the age groups ranging from 30s through 60s were used in the analysis. As for the present clothing preference images in accordance with age groups, the younger age groups in the range of 30's and 40's presented higher scores in most of these images. But the older age groups in the 50's and 60's had lower scores in most of these images. On the contrary, the older age groups had higher scores than the younger age groups with respect to similar, mature, magnificent, innocent, plump and virtuous images. As for the future clothing preference images after 60 in the elegant, luxurious, graceful, intellectual, chic, urbane, slimy and sociable images, the age groups in the 30's and 40's presented higher scores than the age groups in the 50's and 60's did. However, with respect to the youth-oriented images such as fashionable, innocent, remarkable, cute and vigorous images, the age group in the 60's had a higher score than the age group in the 30's, 40's and 50's did. There were differences between the present clothing preference images and future clothing preference images after 60. The 30's and 40's presented distinctively different clothing preference images in the present and future after 60. Thus, distinct images were pursued in the older age group. The 50s showed closest images to that of the older age group, presenting more conservative inclination in clothing preferences.

• Journal of the Korean Home Economics Association
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• v.41 no.9
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• pp.135-148
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• 2003

The purpose of this study was to examine the effect of clothing colors, clothing styles on women's body image perception. The experimental design was 2${\times}$2${\times}$9(perceiver's gender ${\times}$clothing styles${\times}$clothing colors) factorial design with between-subjects design. Subjects were 320 college students in the metropolitan area of Seoul. Perceiver's gender, clothing styles, and clothing colors gave a significant influence on the 3 variables of shoulder, the upper half of the body, and bust. Shoulder and the upper half of the body had an interaction effect by clothing styles and clothing color. Perceiver's gender gave a significant influence on hip size, length of leg, height, clothing styles did a significant influence on hip size, length of leg, height, and slender figure. Clothing colors gave a significant influence on length of leg, height, and slender figure. Length of leg and slender figure had an interaction effect by perceiver's gender and clothing styles. Hip size had an interaction effect by perceiver's gender and clothing color. Hip size had an interaction effect by clothing styles and clothing color. The results of this study support that coloration of clothing and clothing style affects perception of stimulus persons wearing apparel.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.15-30
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• 2007

The purpose of this study is to investigate the effect of makeup, clothing tone and clothing style on wearer's with same color coordination of lipstick and clothing. The experimental materials developed for this study were a set of stimulus and response scales (7-point scale semantic). The stimuli were 64 color pictures were manipulated by computer simulation. This experiment design was $2{\times}2{\times}4{\times}4$ factorial design. The stimuli were a set of eyeshadow color(brown), clothing style (formal style of Jacket / skirt and casual style of cardigan / pants), lipstick and clothing color (red and orange), lipstick tone(vivid, light, dull and dark), clothing tone(vivid, light, dull and dark). The subjects of this research were 384 female undergraduates living in Gyeongsangnam-do. The investigation was carried out at a lecture hall at the time between 10 a.m. and 3 p.m. in May 2006. The data were analyzed using SPSS program. Factor analysis, 4-way ANOVA, t-test, and Duncan test were used as analysis methods. Image factors according to variation of clothing style, clothing color, and makeup color are composed of 4 different dimensions (visibility, attractiveness, tenderness, and stability). In dimension of the visibility, the image was perceived to be glowing and luxurious regardless of lipstick tone and lipstick color in the case of the vivid tone clothing. According to the variation of clothing style, clothing color and tone, makeup color composed of eyeshadow color, lipstick color and tone, it was investigated that the images for a clothing wearer were expressed diversely, were shown differently in image dimensions, and could be produced to different images. The analysis data for images according to the combination of makeup and clothing color, tone, and style thus provide basic material for image consulting or color coordination.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.139-151
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• 2011

Since personality lead to relatively consistent responses to one's own environment, consumers' distinct personality influences their buying behavior. In order to understand the relationship between consumer's personal characteristics and purchase behavior, the study investigated the effect of consumers' personality trait on the clothing selection criteria and preferred clothing image. Survey was utilized to collect the data and subjects were 333 high school students. Measures consisted of three main constructs: Consumer's extroversion and openness based on the Big-Five personality trait, clothing selection criteria, and preferred clothing image. The data were analyzed using PRELIS 2, LISREL 8.8, and SAS 9.2. The subjects was classified into three groups; Group 1 was a group of intermediate-level in openness and extroversion while Group 2 was a group of high-level in both personality traits. Group 3 was a group of high-level in openness but of low-level in extroversion. Clothing selection criteria were confirmed to have five constructs: other-directed, aesthetic, fashion & conformity-oriented, brand-oriented, and practical. In the buying situation, Group 1 prioritized fashion & conformity-oriented and brand-oriented criteria but regarded other-directed and aesthetic as less important than other groups did. Group 2 considered that all of the clothing selection criteria were important except practical. "The were six factors in the clothing image: elegance, simple, ethnic, masculine, active, and modem. The result showed a significant difference between groups in preferred clothing images. Group 2 liked most of the clothing images but group 3 did not. Group 3 preferred simple clothing image more than masculine or ethnic ones. Overall, the study concluded that the openness and extroversion of Big-Five personality traits could serve as a predictor of clothing selection criteria and preferred clothing image.

• Korean Journal of Human Ecology
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• v.17 no.4
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• pp.707-721
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• 2008

The purpose of this study was to exam the effects of gender-role identity on adolescents' self esteem, clothing behaviors and favorite clothing image, focusing on analysis by adolescent' sex and age variable. The research method was survey and the subjects were 447 male and female adolescents in Daejeon, Korea. The questionnaire consisted of 4 measurement instruments (gender-role identity, self-esteem, clothing behaviors, and favorite clothing image) and subject' demographic attributions. The data were analyzed by factor analysis, $X^2$ test, t-test, ANOVA(analysis of variance), Duncan's multiple range test, and Pearson's correlation analysis, using SPSS program. The results are as follows. First, adolescents' gender-role identity and self- esteem were different by age rather than sex. Middle school students were represented by undifferentiated type while high school students were represented by androgynous type, and high school students had higher self-esteem than middle school students. Second, four factors emerged on clothing behaviors(clothing interest & psychological dependence, ostentation, conformity, and comfort), and favorite clothing image(characteristic, neat, active, and romantic image). Third, gender-role identity had important effects on self esteem; androgynous type had higher self esteem than other gender-role identity type. Forth, self-esteem had significant relationship with clothing behaviors and favorite clothing image, and these relationships were different by adolescent' sex and age variable. Fifth, gender-role identity had important effects on clothing behaviors; and rogynous type had more clothing interest, ostentation and comfort than any other gender-role identity type. Sixth, gender-role identity had important effects on favorite clothing images; androgynous type pursued more various clothing images than any other gender-role identity type.

• Journal of Fashion Business
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• v.6 no.4
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• pp.83-98
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• 2002

The purpose of this study is to find out the orientations and characteristic in clothes buying of each age group of elderly women, based on the actual self-image and the ideal self-image of clothing. Grasping the diversity of their clothes' buying orientations will be helpful in making a better merchandise production planning for apparel, and in launching new brands into the market. The study will also provide useful data in developing sales strategies which enable to supply goods that meet consumers' needs and tastes in the quality market, and consequently will help to classify the market. Samples were 488 women of 55 and over, dwelling in Pusan Metropolitan City. The data was analysed by using MANOVA, ANOVA, and the Cronbach's $\alpha$ reliability was also applied. The conclusions based on the theoretical background and the result of questionnaire surveys were as follows: 1. The order of priority of buying orientations based on clothes's actual self-image was 'practicality', 'cautiousness' and 'economical effectiveness' without regard to age. The items that showed the significant differences in 50's were 'cautiousness', 'experimentation', 'fashion-consciousness' and ostentatiouness, and in 70's were 'economical effectiveness', 'experimentation', 'impulsiveness' and 'environmental friendliness', and none in 60's. 2. The order of priority based on clothes' ideal self-image was the same as that of actual one, and there was no significant difference between age groups.

• Journal of the Korean Society of Costume
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• v.60 no.1
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• pp.28-42
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• 2010

A purpose of this study is to 6nd out how the casual and formal style clothes of stripe pattern giving variety by pattern direction, pattern width, and contrast coloration have an effect on image of wearers. For this, 192 stimuli were made and 1200 testee evaluated them using semantic differential scale. As a result, five image dimensions were drawn as a factor of attractiveness, gracefulness, activeness, visibility, and tenderness. Unlike the value contrast previously researched, it showed that chroma contrast coloration which was interacted with a color tone contrast coloration had an effect on all the 5 image dimensions. This result was recognized as significant clothes dues in evaluating the image of stripe wearers. Besides, clothing style, stripe pattern, and contrast coloration were made clear as an efficient parameter in image presentation of clothing wearers.