• 대한가정학회지
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• 제39권12호
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• pp.253-269
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• 2001

The goal of this study is to examine the level of disposition conformity in everyday life and behavior conformity in clothes brand choice, and analyze the effects of disposition conformity and influential variables on behavior conformity in brand choice. For this analysis, the data were collected from 478 middle school and high school students in Seoul through surveys. Frequency, percentage, mean, standard deviation, Pearson's correlation coefficient, ANOVA, t-test, Duncan's multiple range test and multiple regression have been used to analyze the research objectives. Main findings are following; First, the 62.8% of the students showed high level of disposition conformity, and the 60.7% of them showed relatively low level of behavior conformity in brand choice. The adolescent consumers'disposition conformity to the reference groups in everyday life is in the order of parents, peer group, and mass media star. Second, the group differences in disposition conformity are diversified by independent variables. Among socio-demographic variables, disposition conformity to peer group differ by grade and disposition conformity to parents differ by the parents'education. Sex causes differences between groups in all disposition conformity except parents. In economic variables, the perceived level of living raises differences between groups in disposition conformity to the parent and whole disposition conformity. As the degree of disposable money gets higher in buying clothes, adolescent consumers conform more to the mass media star. Disposition conformity to parents and peer group were also differed by self-esteem. Third, significant variables, which affect the adolescent consumers'behavior conformity in brand choice, are grade, their mother's education, degree of disposable money in buying clothes, and disposition conformity to peer group and mass media star.

• 한국의류학회지
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• 제30권9_10호
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• pp.1434-1444
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• 2006

The purpose of this study was to identify the influence of reference group on the adolescents' behavior of fashion brand conformity. As for the method of the research, questionnaires were given to 672 students of middle school and high school. The results of this study were as follows: First, the differences between disposition of general conformity and behavior of fashion brand conformity were found to be meaningful in the dimensions of reference groups and their influences. Second, the classification between stage of brand consideration and stage of brand choice was found to be significant in the two-stage model of brand choice. Finally, the subjective individualism and the behavior of brand conformity were significantly correlated and the mass media stars & the identificational influence were the most powerful factors to explain the behavior of fashion brand conformity for the adolescents.

• 한국생활과학회지
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• 제24권1호
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• pp.79-96
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• 2015

The purpose of this research was to analyze the clothing behavioral attributes of male music enthusiasts. A questionnaire was developed based on previous researches. Respondents were men who were concerned with music in terms of a job, a major or a hobby. A total of 200 responses were analyzed by SPSS 20.0 through factor analysis with Varimax rotation, ANOVA with post-hoc test(SNK-test) and ${\chi}^2$-test. Music preference was classified into 3 factors: New age/jazz, Hiphop/dance, and Metal rock/ballad factor. 5 Clothing purchasing orientation factors were extruded: hedonic, planned, convenience, brand pursued, and fashion pursued purchasing orientation. Using those factor scores, 3 groups were classified: Group1(G1), preferring Hiphop/dance music with lower hedonic and brand/fashion pursued purchasing orientation; G2, preferring Hiphop/dance music with no interest in clothing shopping and fashion; G3, preferring New age music with high convenience and brand pursued purchasing orientation. In addition, there were significant differences among groups in clothing behavior such as social ostentation, individuality, self-expression, fashionability, conformity; in purchase motivation such as hedonic and trend/designer oriented purchase motivation; in information source like advertisement/media source; and in store choice criteria such as store light/music and popularity. The findings showed even the enthusiasts for the same music showed the different sopping orientation and different clothing behavior, suggesting that a personal value or taste can be a plausible factor to figure out attributes of consumers. An interest/involvement in clothing could be helpful to subdivide the music enthusiasts as the target market.