• The Research Journal of the Costume Culture
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• v.15 no.1 s.66
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• pp.169-178
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• 2007

The purpose of this study was to compare consumers' post acquisition behavior by analyzing the influence of familiarity of jeans, and pursued image. The data was collected by using survey, three stages of pre-tests, and main survey conducted in the U.S and Korea. A total of 520 participants from each country(260 males and 260 females) was used. The results of this study is as follows. Familiarity of jeans and pursued image of jeans wear were compared between Korean and American students. As a result, there was difference between the countries on familiarity that the U.S showed higher familiarity, frequence of wearing and owned quantity. Pursued image was consisted of unique factor and activity factor and Korean students showed higher score on pursuing individualistic image. The results of this study would provide marketing strategy for fashion marketers of global jean brands.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.7 s.155
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• pp.1135-1145
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• 2006

The purpose of this study was to identify the desired seIf-images of male college students according to situations, and to construct fashion product unities bought by male college students for different situations. Empirical data were collected by self-administered questionnaires distributed to male students at 4 universities and 2 colleges in Daegu and Gyeongbuk area during June 2005, and 346 were analyzed, eliminating incomplete ones. Subjects were required to respond to 32 desired image words in 4 different situations respectively: school, meeting girlfriends, ceremonies, and exercises. As a result of factor analysis on desired self-image words, 5 factors were determined: refined image, sporty image, classic image, natural image and simple image. Based on the desired self-image factors, male college students were classified into 3 groups: selective image management group, passive image management group, and active Image management group. Fashion product unity of male college students for the school setting was consisted of round shirts, jeans, running shoes, bags and watches. Aloha shirts/knitted shirts/V-neck shirts, cotton pants/jeans/semi -formal pants, formal shoes/running shoes and watches were the fashion product unity for the setting of meeting girlfriends. For the setting of ceremonies, the fashion product unity included Y-shirts, formal dress, formal shoes, neckties and watches. And for the setting of exercises, the fashion product unity included cotton shirts, training suits, running shoes/jogging shoes/basketball shoes, armguard and caps.

• The Research Journal of the Costume Culture
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• v.24 no.6
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• pp.886-902
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• 2016

This study investigated multidimensional body image, self-esteem, clothing benefits sought, and Body Image After Breast Cancer (BIABC) within surgical subgroups among breast cancer survivors. The study applied the questionnaire survey method and the main research was conducted through an online survey. The respondents included 207 breast cancer survivors between the ages of 30 and 59, each of whom received the Multidimensional Body-Self Relations Questionnaire (MBSRQ). Self-esteem, clothing benefits sought, examination, and demographic variables were measured using a 5-point Likert scale. The main results of this study are outlined below. For clothing benefit sought, six factors were formulated-pursuit of self-expression/social approval, function/health, compensation, femininity, fashion, and camouflage-and BIABC was defined by the four factors of body stigma/vulnerability, transparency, limitation and cancer concern. While MBSRQ and self-esteem did not show a statistically significant difference between groups differentiated by the surgical methods experienced, those who underwent mastectomies scored slightly lower than members of the other groups. Moreover, the reconstruction after mastectomy group showed the highest mean on self-expression/social approval, compensation, femininity and entire clothing benefits sought, followed by the lumpectomy group and mastectomy group. The lumpectomy group was found to have more positive BIABC than the mastectomy group. In particular, the mastectomy group showed a lower body stigma/vulnerability mean than the other groups. This study is meaningful in that it improves our understanding of the body image of breast cancer survivors and provides basic knowledge for developing products and marketing strategies for breast cancer survivors as consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.2
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• pp.358-365
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• 2001

The purpose of this study was to investigate the relation between various aspects of multiple body image and clothing behavior i.e. individuality/self expression, body improvement, social approval, sex appeal. The data were collected from 498 female university students in Seoul and Kyong Ki Province and analyzed using factor analysis, Pearsons correlations, reliability test, analysis of variance, and multiple regression analysis. The results of this study were as follows: 1) Four dimensions of multiple body image were identified : appearance, body attractiveness, degree of fitness and atheletic skill. 2) Perception on appearance and fitness aspect of multiple body image has a positive correlation with all aspects of clothing behavior i.e. individuality/self expression, body improvement, social approval and sex appeal of clothing behavior. Body attractiveness and atheletic skill of multiple body image also had a positive correlation with individuality/self expression, and sex appeal.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.12 s.159
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• pp.1672-1682
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• 2006

Attitudes about the ideal body are influenced by media, including fashion magazine advertisements. The purpose of our study was to analyze the ideal body image for males and females in contemporary society. We analyzed the contemporary ideal gender image through the examination of physical characteristics(body type, age), and fashion styles(hair, make up, supplements, clothing styles, body exposure) in fashion advertisements published in Gentlemen's Quarterly(GQ) and Vogue issued during 2002. The results indicate some blurring in masculinity and femininity resulting in gender neutralization and naturalness pursuing natural appearances. But, some previous beauty norms related to masculinity and femininity remained.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.715-726
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• 2005

The purpose of this study was to identify the effects of the sensation seeking and body image on female adolescents' clothing behavior and hair style attitude. The data was collected from 390 high school girls living in Seoul, via a self·administered questionnaires, and were analyzed by frequency, factor analysis, reliability test, Pearson's correlation, and multiple regression. The results of this study was as follows : 1) Three factors of body images were self appearance evaluation, appearance orientation and fitness orientation. Five factors of clothing attitudes were fashion/clothing interest, clothing exhibition, social approval, psychological dependence on clothing and fashion leadership. And three factors of hair style attitudes were interest in hair style, individuality in hair style and dependency on hair designer. 2) As the result of analyzing the effects of sensation seeking and body image on clothing behavior, fashion/clothing interest was explained by appearance orientation and fitness orientation, and clothing exhibition by sensation seeking and appearance orientation, and social approval by appearance orientation, self appearance evaluation and body cathexis, and fashion leadership by appearance orientation, fitness orientation and self appearance evaluation, and clothing conformity to the self-entertainer by appearance orientation, sensation seeking and fitness orientation, and appearance related delinquency by sensation seeking, appearance orientation, fitness orientation, self appearance evaluation. 3) As the result of analyzing the effects of sensation seeking and body image on hair style attitudes, interest in hair style was explained by the factors such as appearance orientation, sensation seeking, fitness orientation, and body cathexis, and individuality in hair style by appearance orientation, sensation seeking and self appearance evaluation, and dependency on hair designer by body cathexis.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.51-67
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• 2011

The purposes of this study were to segment male university students on the basis of benefit sought in clothing, and to investigate knitwear image preference and purchasing behaviors of each segmented market. The research method was a survey and subjects were 249 male university students in Daejeon and Chungnam province. The questionnaire consisted of measurement items for benefit sought in clothing, knitwear image preference, knitwear purchasing behaviors, and subject's demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and Scheffe test. The results were as follows. First, male university students were segmented into 6 consumer types (practicality pursuit, individuality pursuit, comport pursuit, brand pursuit, social status pursuit, and unconcern type) by benefit sought in clothing. Second, male university students generally preferred dandy image and causal image, however, brand pursuit type more preferred trendy image, and practicality pursuit type more preferred active image than other consumer types. Third, the segmented markets showed many differences on knitwear purchasing behaviors. On clothing selection criteria, practicality pursuit type considered resonable price as important, whereas brand pursuit type considered brand reputation. On fashion information source, individuality pursuit type considered store display and other people's clothing, while unconcern type considered advice from friend and family. On main purchasing place, individuality pursuit type more used speciality store with no brand, whereas brand pursuit type more used department store and brand store than other consumer types. The results of this study supported that benefit sought in clothing can be useful as an effective variable for market segmentation.

• Journal of Fashion Business
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• v.17 no.5
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• pp.165-182
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• 2013

This study conducts a survey based on 425 Chinese females in their twenties to thirties in order to examine the relevance between the cognitions of appearance effectiveness, ideal appearance seeking behavior and clothing image preference which have effects on their self-identity and interpersonal relations. The results of this study are as follows ; First, from the factor analysis for cognition of appearance effectiveness, and ideal appearance seeking behavior, a total of 4 factors such as psychological benefits, social benefits factors, pursuit of plastic surgery and pursuit of beauty treatment are being were drawn. As a result, there are significant correlations between heights of demographic variables and the cognition of appearance effectiveness, together with the ideal appearance seeking behavior. Respondents with higher heights represent the higher cognitions of appearance effectiveness, while the respondents with lower heights show more pursuits of beauty treatment behavior to reach the ideal image. Second, factor analysis of the clothing images are 4 factors such as classic-trendy, natural-dynamic, casual-formal, and masculine-feminine images. There are significant correlations between the four factors from clothing preference images and four factors from the cognition of appearance effectiveness, and ideal appearance seeking behavior. This suggests that higher social status such as job, income, residential district, and age among the demographic factors has greater effects on the clothing image preference.

• The Research Journal of the Costume Culture
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• v.17 no.1
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• pp.90-104
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• 2009

If people want to project a successful personal style, hair style might play a big role as well as clothing. The purpose of this study was to observe hair behavior according to demographic variables, and to analyze correlation between desired hair image and clothing image sought. Questionnaires were distributed to 600 females aged $20s{\sim}40s$, using a convenient sampling method. Only 556 reliable questionnaires were selected for statistical analysis. Correlation r, ANOVA and Chi-square were used to analyze the data, using the SPSS program. There was a significant association between hair style and occupation. Career woman preferred roll straight perm treated hair, students preferred general perm treated hair and full time house wives preferred general wave perm treated. The medium layer cut was the most preferred cut style. People want to give different accents in hair styling with occupation and age variable. Certain desired clothing image had a high correlation with desired hair style image. Those who people want to express sexy, and bohemian image through clothing, they also want to create those image in hair styling with a high correlation(r=0.683, r=0.704).

• Journal of the Korean Home Economics Association
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• v.39 no.6
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• pp.123-133
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• 2001

The purose of this study was to investigate the effect of clothing image, benefit sought, perceived risk, demographic and consumer's characteristics on the Purchase Intention of Saenghwal-Hanbok. The questionnaire was administered to 227 women in Seoul Data were analysed by factor analysis, correlation and multipleregression. The resets of this study were as follows: 1. The clothing images of Saenghwal-Hanbok were composed of dignified, comfortable, conservative and innovative dimensions. The benefits sought of Saenghwal-Hanbok were identified to traditional aethetics, contemporary aethetics, comfortability The perceived risk of Saenghwal-Hanbok was the only risk on the negative viewpoint of others. 2. The images of Saenghwal-Hanbok with the exception of innovative image have influenced on the benefit sought and the perceived risk of Saenghwal-Hanbok. 3. The positive effects of benefits sought iud negative effect of perceived risk ell the purchase intention of Saenghwal-Hanbok were found. There were also the significant effects of demographic and consumer's characteristics on the clothing image, benefit sought, perceived risk.