• Journal of Fashion Business
• /
• v.2 no.4
• /
• pp.112-125
• /
• 1998

This study is to grasp the variousness of clothing worn by elderly women with the ideal self-image by group and by finding out the characteristics of higher-image groups and lower-image group. The object of this study was a total of 488 elderly women above full 55 from an elderly women and who lived in downtown Pusan ionnaire. For statistical disposition, the analysis of factors and frequency was carried out. The results of this study are as follows : 1. As a result of the analysis of realistic self-image and ideal self-image, the realistic self-image was derived as 5 factors-voguishness, loftiness, freshness, feminality, activeness and the ideal self-image as 4 factors-activeness, loftiness, feminality, voguishness. 2. The perceptive age according to age in the realistic self -image reflects that though the 50' s percept the 50' s, the 60' s percept the 50' s and the 70' s the 60' s and also in the ideal self-image, it shows the same result. 3. The degree of satisfaction of build in the realistic self-image appeared that the 50's unsatisfied, the 60's and the 70's felt so, and in the ideal self-image, the 50's and 60's unstisfied, the 70's so. 4. The ideal image according to age in both the realistic self-image and the ideal self-image of clothing appeared that all the 50' sand 60' s wanted a good impression and the 70' s wanted a gentle impression. 5. The frequency of doing a make-up by age in all elder women according of the realistic self-image of clothing showed that the case of doing a make-up when going out only was the greatest number and also in the ideal self-image, it agrees to the same.

• Journal of the Korean Home Economics Association
• /
• v.44 no.11
• /
• pp.67-78
• /
• 2006

Self-concept is a multi-dimensional characteristic including self-image and self-evaluation. Self-image is the descriptive side of self-concept and is composed of the real self-image and the ideal self-image. Self-evaluation is the appraisable side self-concept and is composed of the internal self-concept, external self-concept and total score of self-concept. The purposes of this study were to determine the correlation of self-image and self-evaluation and to identify the effects of self-image and self-evaluation on consumption value. The data were collected from 237 college women residing in Gwangju using a questionnaire to investigate real/ideal self-image, self-evaluation and consumption value. The results were analyzed with factor analysis, Pearson's correlation and multiple regression analysis using statistical program SPSS 10.0. The results of this research were as follows. 1. The real self-image and ideal self-image had a significant correlation with internal self-concept, external self-concept and total score of self-concept. It was ensured that self-image and self-evaluation are one side of the multidimensional self-concept. 2. The real/ideal self-image and internal/external self-evaluation had a significant influence on consumption value. The real self-image and external self-evaluation were the most important variables explaining the consumption value.

• Fashion & Textile Research Journal
• /
• v.5 no.5
• /
• pp.503-510
• /
• 2003

The purpose this study is to segments apparel market based on difference real-self image and ideal-self image. The objects of the study were to prepare for the establishment of marketing strategy and alternative plan intended to users which are needed in subdivided market, after analyzing according to what the subdivided market is divided into due to the difference real-self image and idea-self image and what difference do they show as a demographic special quality or as a general active special quality in each subdivided market. Factor analysis was performed to determine the leading difference real-self image and ideal-self image, and cluster analysis was employed to identify groups of respondents based on the delineated five image difference factors. Based on the finding, three distinct groups were formed: ideal-self image seeker group, moderators group, real-self image seeker group. And logistic regression was used to assess the relative importance that demographic characteristics play in determining the segmentation. The results of this study show statistically significant differences among the three groups in terms of demographic. Marketing and management implications for effectively targeting the segments are discussed.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.22 no.1
• /
• pp.61-71
• /
• 1998

The purpose of this study was to identify the factors which explain consumer's information search behavior. Data were analyzed by utilizing factor analysis and multiple-regression to investigate the relationship among information sources, benefit, and actual and ideal self- image and demographics. Based on the results, information sources for benefit, actual and ideal self-image were developed. Predictors of information sources, benefits, and self-image were identified. Marketing implication about information sources were discussed. The results were as follows. 1. Actual and ideal self-images and information sources were devised into three factors. And benefits were devised into five factors. 2. Actual self-image has more predicting power than ideal self-image to the benefits which consumer sought. Among five benefits, character pursuit was the best predicted factor according to the self-image. 3. Among three information sources, mass communication was the most effective source which can be explained by the benefit and self-image. Fashion pursuit factor was the most significant factor to the mass communication oriented source.

• Journal of the Korean Society of Costume
• /
• v.61 no.9
• /
• pp.1-14
• /
• 2011

The purpose of this study was to understand the relationship between one's social-self image and Online Avatar image. Influence of these virtual images on one's attitude toward real world and commitment to the virtual world was examined. In addition, the gender difference was examined. A structural equation model with social self image as exogenous variable and influence of Avatar as endogenous variable was designed. Real and ideal Avatar images were the mediating variable in the model. Survey questionnaire was developed and data from 425 respondents were analyzed. Results indicated that the conceptual model was a good fit to the data. Respondents who perceived their social self-images importantly were likely to have real images of Avatars. Ideal image and real image had significant on commitment to virtual world and attitudes toward the real world. For male respondents, social self image had stronger influence on real image of Avatar and ideal image had stronger influence on commitment to virtual world than female respondents.

• The Research Journal of the Costume Culture
• /
• v.26 no.5
• /
• pp.806-821
• /
• 2018

The study aims to investigate the effects of media and self-image congruity of ideal body image on the dieting and exercising behaviors of Korean and U.S. female college students. This study focuses on the concept of self-image congruity in order to examine how respondents perceive actual and desired self-images compared to an ideal female body image selected by respondents. A self-administered survey was conducted, resulting in 331 total responses (194 from Korean students and 137 from U.S. students). The data were analyzed through descriptive analysis, t-test, exploratory factor analysis, and regression analysis using SPSS 23.0. The findings revealed significant differences between Korean and U.S. female college students. U.S. students were more exposed to body image ideals in the media than Korean students; however, Korean female students valued the information regarding ideal body image conveyed by the media more than U.S. respondents. Among Korean female students, exposure to media messages regarding ideal body image and media importance had significant effects on desired self-image congruity, while these factors were not significant among U.S. students. However, there was a negative effect of media exposure on actual self-image congruity among U.S. respondents only. Additionally, the study uncovered that Korean students manage their body image through dieting behaviors while U.S. respondents manage body image through exercise behaviors (weight training as well as cardiovascular exercise). The study provides further support for self-image congruity, which extends its applications to the body image field.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.11
• /
• pp.1137-1147
• /
• 2012

Self-congruency plays an important role in the context of mothers' shopping for children's clothing because purchasers are inconsistent with users. This study incorporates three dimensions of self-congruencies (congruency between children's image perceived by their mothers and brand image, congruency between mothers' actual self-image and brand image, and congruency between mothers' ideal self-image and brand image) due to purchaser-user inconsistency in children's clothing consumption. A total of 574 mothers with children aged 6 to 10 participated in a web-based survey. Descriptive statistical analysis, factor analysis, reliability analysis and multiple regression analysis were conducted. Self-brand image congruency variables have a different influence on brand attitudes when mothers purchase children's clothing. Brand attitude is influenced positively only when the perceived children's image coincides with brand image and when mothers' ideal self-image corresponds to brand image. In contrast, mothers' actual self-image and brand image congruence negatively influence brand attitude. Further investigation indicates that there are different effects of dimensions of self-congruency on brand attitude according to the characteristics of mothers and their children. This study suggests that when there is purchaser-user inconsistency, different types of image congruence has to be implemented to assess the impact on brand attitudes.

• Journal of the Korean Society of Costume
• /
• v.52 no.5
• /
• pp.31-45
• /
• 2002

In this paper. the focus is laid on identifying preferred wedding dress image and its co-relationship with self image of female university students. the biggest potential customer group in the industry. As for the research method. it conducted both review of literature and empirical research method. Through the former approach, four main research questions were derived : 1) What is the preferred wedding dress image of female university students\ulcorner 2) What is the relationship between real self-image and preferred wedding dress image\ulcorner and 3) that between ideal self-image and preferred wedding dress image\ulcorner 4)What is the relationship between the consistency level of the two self-images and preferred wedding dress image\ulcorner In the empirical mode of research, 404 surveys were counted in the final analysis among 450 questionnaires completed by female undergraduate students in Seoul and Chun-an city. Collected data analyzed using factor analysis. frequency analysis. descriptive analysis. scheffe test. multiple-regression analysis and t-test. Results are as follows: first, the sophisticated image was most preferred among female students, followed by elegant splendor. lovable and chaste, feminine and decorative, and characteristic and sexy image. This result indicates how wedding dress trend has a keen sensibility to general fashion trend just like the trend of outfits for everyday life. Secondly, the research results indicated consistent level of co-relationship among the real and ideal self-image and the preference of wedding dress image. And the last the level of consistence between the ideal self-image and the real self-image directly related to the preference level of wedding dress image, showing almost no significance.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.5
• /
• pp.648-657
• /
• 2004

The purpose of this study was to identify the relationship between avatar image and self-concept of avatar users by utilizing focus group interviews and survey method. The subjects of the focus group interview were Freechal Avatar Club members, while those of the survey were 476 students, who attended middle schools, high schools and colleges at Seoul area. The data were analyzed by frequency, factor analysis, cluster analysis, chi-square test, one-way ANOVA and scheffe test. The main results were summarized as follows. First, the focus group interview revealed that avatar image types, which avatar users made use of, were ideal image, real image and fantastic image. Second, based on the avatar image types of focus group interviews, the researcher made out avatar image question items and conducted factor analysis of the question items: The avatar users pursued ideal image, real image and fantastic image. The avatar users groups were classified into ideal image group, real image group and fantastic image group by employing cluster analysis. Third, all of body-esteem and self-esteem were the highest at real image group, while all of that were the lowest at ideal image group.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.6
• /
• pp.1002-1015
• /
• 1996

Self-image is an organized structure of perceptions of one's self and it has a direct influence on values, ideas, goals and objective. And It is generally agreed that consumers engage in buying behavior that is consistent and congruent with their self-image. With this assumptions numerous researches have prove that consumers tends to favor the brand or store image that is congruent to self-image. According to these results we can assume that self-image also can have influence on consumer's information processing, especially in advertising process. Because one of the main factor in forming the brand or store image is advertising. Thus, this study is to propose it's effect of self-image in clothing advertising process. In specifically to find out congruency between self-image and clothing ad image's influence on ad recalling, ad attitude and buying intention. And also it's difference between ideal self and actual self. This study suggested that when there is a congruency between self-image and clothing ad image, consumers have more positive attitude toward the clothing ad and have more intention to buy the products ann also can recall more frequently. Considering the characteristics of clothing goods as a symbolical goods, ideal self-image is more effective than actual self-image.