• 한국의류학회지
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• 제31권7호
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• pp.1030-1041
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• 2007

The purposes of this study were to identify the sub-dimensions of consumers' attitude and types of loyalty behavior toward fashion brands, and to analyze the influence of consumers' brand attitudes on brand loyalty. A survey was conducted with the questionnaire for consumer's buying experience of fashion brand. A total of 350 questionnaires were distributed, and 341 complete responses were analyzed. Exploratory factor analysis, confirmatory factor analysis, path analysis, and multi-group analysis were used for data analysis. The results of this study were as follows. First, the consumers' brand attitude consisted of four sub-dimensions of affective, familiar, value-expressive, and utilitarian attitude. Second, each brand attitude significantly influenced the brand loyalty behavior(single-brand loyalty, multi-brand loyalty, and brand switching). Finally, the causal relationship between brand attitude and brand loyalty differed by consumer's variety seeking tendency.

• 대한가정학회지
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• 제42권11호
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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.

• 복식
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• 제63권6호
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• pp.97-112
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• 2013

In this study, physical, social and psychological repression embodied by the body and clothing are referred to instinctual, power and creative desires, respectively, from the point of biological, social and aesthetic views. Desire refers to a behavior to overcome men's imperfections with individual security, sense of belonging and the pursuit of an ideal, which are obtained by living as a social creature. Repression through the body is sub-categorized depending on whether it is temporary or permanent. Repression expressed through clothing is seen through revealing/concealing, contraction/expansion, and deconstruction/ reconstruction. What enables human beings to embrace changes in fashion without fierce resistance or backlash is the changes of formativeness demonstrated by repression through the body and clothing. The aesthetic values drawn from the exhibition of repression and on the body and clothing are categorized into narcissism, fetishism and aestheticism. While narcissism is an instinctive desire grounded on the originality and confidence of the self that results in refusing repression, fetishism is a desire for power that expedites repression in the pursuit of materialistic value or sexual fantasy. Aestheticism is a desire for creativity that symbolizes the body-and-clothing repression in the pursuit of aesthetic idealism. Repression evokes desire, and the pursuit of desire leads to another repression. The aesthetic values of desire for instinct, power and creativity can be substituted with each other for interpretation according to the attitudes of an initiator, a user and a spectator.

• 대한가정학회지
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• 제24권3호
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• pp.19-29
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• 1986

Teenagers were apt to be influenced by their teachers in every respect and were greatly affected by the clothing behaviours of teachers to whom they paid their respect. From this point, this study was aimed at explaining of the mutual relations between the teachers' clothing behaviors and the students' responses, in view of the fact that the teachers' clothing behaviors had a great influence on the students' characters and their will to study. Clothing behaviors were assessed with 15 items, selected from the instruments of preceding studies and modified by the factors dealing with modesty, fashion and clothing satisfaction. The questionaires were composed of two major categories; the first was about teachers' clothing behaviors and attitudes, and the second the interests in learning and school life. The subjects of this study included students in primary schools, middle schools and high schools located in the Incheon and Kimpo area, totaling 1,269 boys and girls. The data were analyzed statistically by t-test, F-test, χ\sup 2\-test, Duncan test, and regression analysis. RESULTS 1. The students' responses to the teachers' clothing behaviors were different according to grade years, sex and area. a) As to the differences in responses between grade years, the lower grade years showed higher interest in modesty and clothing satisfaction, while the higher grade years in fashion. However, they don't like the teachers to take the lead in fashion. b) As to the differences in responses between boys and girls, girls took much higher interest in modesty and fashion. In respect to clothing satisfaction, girls showed a little more interest, though there were no remarkable differences. c) As to the differences in responses between areas, the students in rural area showed higher interests in modesty. As to fashion and clothing satisfaction, the showed higher interests in modesty. As to fashion and clothing satisfaction, the students in urban areas had more interests in fashion, while the students in rural areas in clothing satisfaction, though there wee not remarkable difference. 2. In students' responses to the teachers' clothing behaviors dependent variables-modesty, fashion and satisfaction-can explain clothing behaviors to such an extent that modesty can be explained by 4.7% in the order of the grade years, sex and area, fashion by 13% in the grade years and sex, and satisfaction by 3% in the grade years respectively. 3. The students who were more interested in learning and school life were more satisfied with the teachers' clothing behaviors, made more of their modesty and cared less about their fashion.

• 복식
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• 제51권8호
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• pp.93-110
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• 2001

The present study attempted to compare the behavioral patterns and attitudes of American and Korean female students toward apparel ads in magazines in relation to their physical self-concept. The study used a self-administered questionnaire. The sample consisted of 730 female students majoring in the fields related to clothing and textiles : 310 American students at six colleges and universities located in the west, northeast and southwest parts of the U.S., and 412 Korean students at four Seoul-based universities. Likert scales were used for most measures with 1=never or very unimportant and 5 =always or very important. Physical self-concept was measured on the basis of W. S. Jung's Standardized Self-concept Test and Tennessee Self-concept Scale. Surreys were back translated for validity. Percentage, t-test, Contingency Tables and Chi-square were used for the analysis of the data. Results are as follows : (1) Korean students read more magazines than U.S. students, however, Vogue was the most popular for both groups. (2) Those with a high sense of Physical self-concept read more magazines. for both countries. (3) American students'attitudes toward apparel ads in magazines were similar, regardless of whether their sense of physical self-concept was high or low. For Koreans, those with higher sense of physical self-concept showed greater interest in magazine ads, consulted magazines for fashion trends, found ads more useful, and more often expressed satisfaction with the ads, than the lower self-concept group. (4) Korean students cited a lack of information in ads while American students felt body types of models were unrealistic. Both Koreans and Americans in the higher self-concept group expressed a greater level of dissatisfaction with apparel ads in magazines. (5) Advertisers should attempt to again a deeper understanding of the socio-psychological characteristics of their readership as self-concept appears to be related to several magazine readership attitudes and behaviors. Magazines targeting Americans might consider the importance of coordination and merchandising. Apparel ads targeting Korean should consider the importance of company ads.

• 패션비즈니스
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• 제15권3호
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• pp.156-165
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• 2011

The purpose of this study was to examine the influence of major variables and their relationship with the males' appearance consciousness that affect the men's cosmetic consumption. Also, the study also intended to verify the differences of men's cosmetic consumption between Chinese and Thai males. The samples consisted of 200 males who ranged in age from 18 to 35 years (M=24.64). One hundred participants were Thai and one hundred were Chinese. Based on literature review, six research questions were proposed. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used for this study. As the results, the sociocultural attitudes of consumers towards their appearance are positively relevant to the self-esteem and public self consciousness. Also, appearance consciousness such as appearance evaluation and appearance orientation led more cosmetic consumption. Chinese males revealed higher scores on public self-consciousness, appearance orientation, and sociocultural attitudes toward appearance than Thai males. Based on these results, some implications for global cosmetic markets would be suggested.

• 가정과삶의질연구
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• 제7권2호
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• pp.1-13
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• 1989

The purpose of this stud is : (1) to figure out the amount of time being usually spent on the housework performed by the employed wives and (2) to find out factors influencing the total and the specified housework time. The major findings are the following : 1) A employed wife spends 374 minutes(6.2 hours) on the average a day on the housework. Compared with research results of the past, this shows little difference, and less 157 minutes than full time homeworker. Time connected with meals is 123minutes, clothing (68), management and marketing(64), family care(61), and housing care(58). 2) Family environment variables (the wife's education level, wife's employment status, income, young child's age and presence of employed housekeeper) significantly differentiates the housework time. In general, a wife with higher SES level spends less time for housework except family care. 3) Housework related variables (planning, preference, performance competency, and performance stand rd) significantly differentiate the specified houseworks. High planning, preference, and performance competency do not necessarily diminish the housework time except routine houseworks. High performance standard causes her to spend more time. 4) A wife' sex-role attitudes and a husbands attitudes perceived are more traditional, she spends more time.

• 한국의류학회지
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• 제34권7호
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• pp.1100-1110
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• 2010

This study investigates the attitude and intention of consumers to use customized golf gloves depending on the Technology Acceptance Model (TAM). TAM consists of perceived ease of use and perceived usefulness. To conduct the quantitative research, we collected data from 182 consumers. SPSS 14.0 was used for statistical analysis. Descriptive statistics, factor analysis, reliability analysis, t-test and path analysis were implemented. The results of this study are as follows. First, the subjects were divided into two groups with one group higher in purchase intention. The difference between the two groups was significant. The higher purchase intention group was higher in the perceived ease of use, perceived usefulness, and positive attitude toward customized golf gloves than the lower purchase intention group. In the lower group, the perceived ease of use and perceived usefulness influenced the intention to use through the attitudes of consumers. On the other hand, in the higher group, the perceived ease of use and perceived usefulness influenced the intention to use directly as well as through the attitude of consumers. Therefore, a different marketing strategy must be designed according to purchase intention in marketing innovative products.

• 한국의류산업학회지
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• 제15권5호
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• pp.733-742
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• 2013

This research explores the relationship between body image and clothing behavior in order to enhance self-efficacy among multicultural children based on a survey of 167 children. The statistical analysis indicated that children value(in decreasing order)family-esteem, friend-esteem, self-esteem, and school-esteem. School-esteem is the lowest, with boys displaying slightly higher levels of esteem than girls. A boys' self-esteem appears enhanced by higher satisfaction with overall appearance and weight; however, girls' self-esteem helped them address appearance and physical characteristics with positive attitudes. In addition, the clothing behavior of children significantly influenced self-esteem to differing degrees based upon gender. A boys' self-esteem can be increased by having them show interest in clothes rather than letting them wear similar clothes to their friends because their self-esteem can be heightened by higher interests and lower similarity. A girls' self-esteem can be augmented by the clean management of clothes and comfortable wearing due to their emphasis on manageability and comfort. This survey was limited to the Gyeonggi and Inchon area and leaves room for future studies.

• 한국의류학회지
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• 제19권6호
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• pp.1017-1026
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• 1995

The purpose of the study was to 1) extend the cognitive categorization theory in an attempt to explain the effect of garment formality, Yin-Yang, and body type of children on impression formation, and 2) to understand teacher's attitudes toward children's school outfits. The experimental design was a $2^3$_full factorial design by 3 independent variables. The stimuli consisted of 8 color photographs and the semantic differential response scale was used to analyze the responses of 267 teachers of elementary school. The data were analyzed by factor analysis, ANOVA, Duncan' test and content analysis. Four factors emerged to account for dimensions of first impressions. These were sociability, potency, dynamics, and cooperation. Garment formality effected on impression of cooperation dimension. Garment Yin-Yang and children's body type effected on impression of social and dynamics dimensions.