• 복식
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• 제33권
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• pp.41-54
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• 1997

The objectives of this study were to find out the relationships between clothing style pre-ferences and self-image and to examine the differences in clothing style preferences ac-cording to marital status educational level and social stratification of women. The drawings of clothing style were designed referring to the catalogues for spring/summer of 1996 and printed by computer 6 styles of suit corresponding to clothing image were selected. Style A is a brown suit decorated with scarf style B a grey suit with stripes C a yellow suit with printed pattern D a grey and beige suit E a chanel suit decorated with corsage and F a blue suit with pleated skirt. The self-image was separated to the actual self-image and the ideal self-image. Samples were 226 women(ages 18 to 37) in Seoul Korea. The results of the study were the followings. 1. Clothing images of 6 styles were estimated; Style A was plain conservative formal and gentle image ; B masculine solid actual dark and plain image; C feminine romantic bright and splendid image; D actual ordinary un-fashionable and plain image; E feminine ten-der romantic and non-active image ; F indi-vidual fshionable open casual sprightly and active image. 2. There were significant relationships be-tween clothing style preferences and realistic self-image. The women who considered them-selves as masculine preferred style B mascu-line and plain image. The women feminine and conservative preferred style E feminine and tender image. The women not to follow the fshion preferred style D ordinary and plain image. The women informal and open pre-ferred the style F casual and active image. 3. There were significant relationships be-tween clothing style preferences and ideal self-image. The women who wanted to be-tween clothing style preferences and ideal self-image. The women who wanted to be con-sidered themselves as feminine and conserva-tive preferred style E feminine and tender im-age. The women who wanted gentle and con-servative preferred style D ordinary and plain image. The women who wanted sprightly pre-ferred the style F casual and active image. 4. There were significant differences in clothing style preferences according to marital status educational level and social stratifi-cation. The women with more eduacation pre-ferred the splendid and the plain image at the same time. The upper class preferred feminine image and lower class casual and active image.

• 한국의류산업학회지
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• 제17권3호
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• pp.382-391
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• 2015

People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence; however, fashion innovativeness could only be explained by consumer confidence.

• 한국의류학회지
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• 제41권1호
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• pp.1-16
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• 2017

This study conducted in-depth interviews with twelve men in their twenties and employed the Zaltman Metaphor Elicitation Technique (ZMET) to identify the ideal self-image and fantasy of men wearing makeup. The results are as follows. First, the ideal self-images of men wearing makeup can be divided into 7 images (well-managed, dissimilar from real identity, masculine, neat, stylish, standing out, and formal). Men who wear makeup pursued an alternative decent image that is different from their reality. They want to be manly, attractive, decorous, and eye-catching through a better looking face. Second, men who wear makeup have insecurities about their looks and personalities that creates dissatisfaction with reality and a desire for a different idealistic self. Makeup was the tool to create the other entity. Makeup facilitated a fantasy of becoming another to gain increased confidence in social relationships. However, without makeup, they showed a lack of confidence and became intimidated that made them even further dependent on makeup. Third, the process helped participants complete a consensus map that represented the emotional and reasoning structures of men wearing makeup. This study showed 7 ideal self-images of men wearing makeup with a fantasy to create a desired ideal self by wearing makeup. The study can be applied to marketing strategy for men's cosmetics and plates' designs.

• 패션비즈니스
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• 제21권3호
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• pp.29-42
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• 2017

This study investigates the impact of female consumer self-image on pursued fashion style. A survey was carried out among 717 women between the ages of 20 and 60 living in Seoul, Incheon, and Gyeonggi. Analysis was conducted in the following manner: SPSS 18.0 was used to perform an Exploratory Factor Analysis (descriptive analysis, principal factor analysis, Pearson correlation analysis, frequency analysis, and reliability analysis) and AMOS 21.0 was used to carry out a Confirmatory Factor Analysis. Based on a Structure Equation Model, results show that ideal self-image and realistic self-image, which are factors derived from psychology, affect pursued fashion style. By contrast, social self-image - derived from social contexts - does not. Therefore, the female consumers' self-image influences pursued fashion style; this is opposed to the relationship between the realistic self-image and ideal self-image of women, which is more unconscious and self-satisfying. The presented results indicate that we should respond to changes in the fashion industry and develop a deeper understanding of consumer niches to discover the factors that predict purchasing behavior. This knowledge can then be applied to establish market strategies. This study contributes to the literature by producing preliminary data that can help support such strategy formulation in the fashion and clothing industry.

• 한국의류학회지
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• 제24권7호
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• pp.1088-1099
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• 2000

The purpose of this study was to investigate the effect on self-esteem and emotion of an improved self-appearance image among the female psychiatric patients, and the therapeutic effect of fashion therapy. The treatment intervention was provided for 37 psychiatric patients and the data of 17 participants was analyzed. The results were as follows: 1. The actual self-appearance image improved overall and all factors. Their expectation for the‘attractive’image was heightened. Their self-esteem was improved and negative emotions were reduced overall and depression. 2. The changes of the actual self-appearance had a positive correlation with self-esteem. and a negative correlation with negative emotion overall, especially anxiety, depression. Improvement of ‘attractive’image had the most correlation. 3. The changes of the ideal self-appearance image didn't have the correlation with self-esteem, but negative correlation with emotions overall and anxiety, depression and hostility. 4. The change in the incongruity of their ideal and actual self-appearance image overall had a negative correlation with the change of self-esteem and positive correlation with negative emotion, especially depression and hostility.

• 한국의류산업학회지
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• 제10권3호
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• pp.322-328
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• 2008

This study examined Korean college women's perceptions of their body image, ideal body, and body satisfaction. Five research questions assessed participants: 1) self-defined image, 2) ideal body image, 3) body dissatisfaction, 4) body satisfaction, and 5) perceptions of their friends' weight concerns. A convenience sample of 101 female college students participated in the study. Respondents' average age is 20.78, ranging from 18 to 36 years. Two approaches were used to define Korean college women's body image and body satisfaction: A scale of illustration showing nine females' body drawing, and a verbal scale for the satisfaction with body image. The findings revealed that Korean college women pursue "thinness." Although they were somewhat happy with their height, the development of their figure, and their overall good looks, they were significantly dissatisfied with their weight. These results indicate that Korean college women would benefit from positive body image education.

• 복식
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• 제42권
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• pp.43-58
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• 1999

The purpose of this study was to investigate the effect of perceived risk and product express-ive self-image on the consumer's adoption of casua hanbok. A questionnaire was developed and data colle-cted from 269 women in Pusan. Data were analyzed to investigate the relation-ship among purchase intention perceived risk and product epressive self-image. Marketing implication about risk reduction was discussed. The results of this study were as follows. 1. Consumer's perceived risk on adoption o casual hanbok classified into four factors They were the risk on the confirmation of advantage of casual hanbok the risk on the negative viewpoint of others the risk on the complexity of dressing and care and the risk on the shortcoming of casual hanbok. It was explained that casual hanbok is innovative product. 2. According to the level of adoption of casual hanbok. consumers were categorized into three groups i.e. adopter potential adopter rejector. They differed in the degree of risk perception age and subjective knowledge redlated to casual hanbok. 3. Consumer's subjective knowledge age and two types of risk has predicting power to the purchase intention. Consumer's subjective knowledge was the best predicted factor and risk perception was negatively related to purchase intention. 4. The significant differences among the categ-orized consumer group was founded in the ideal self image and product expressive self-image 5. The gap of perception between ideal self-image and product expressive self-image was significantly different in each categorized consumer groups.

• 복식문화연구
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• 제6권3호
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• pp.34-45
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• 1998

The purposes of this study were 1) to segment the female formal suit market based on clothing benefits sought by housewives in Checheon 2) to compare the real and ideal self-image's relative power on the clothing benefits factor, and 3) to develop a profile of each segment concerning self-image (real and ideal), and demographics. The data wer collected via a questionnaire from housewives. Using factor and cluster analysis, four groups were identified and labeled as 1) Easy care oriented users 2) Aesthetics/fashion oriented users 3) Low benefit oriented users. ANOVA, Duncan's Multiple Range Test, Chi-square statistics revealed significant differences among the three groups according to clothing benefits, real and ideal self-image and demographic variables.

• 한국의류학회지
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• 제34권5호
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• pp.740-753
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• 2010

This study analyzes the motives of Korean women for choosing breast augmentation in a cultural and relational context; in addition, it investigates their evaluations after surgery. Data was collected through in-depth interviews with 10 Korean women in their 20s and 30s who have received cosmetic breast augmentation. Enlarged and made-up breasts are a form of clothing that symbolizes the socio-economic status of women. In the vertical and individualized Korean society, the desire of women for a fashionable body invigorated the appearance management market. Fashion consumers have passively internalized the ideal body trends as the concept of the ideal body-image, which has been constructed by the social structure, markets, and the media. The analysis was rooted in post-modern feminist perspectives on the female body. The ideal body-image internalization process through the social interactions of participants was the main cultural factor to choose breast surgery. The self-image and conformity/individuality of participant were categorized as relational factors for the motivation to undergo breast surgery. The result showed that after surgery the participants achieved positive feedback from their social relationships. They expressed or hid their socio-economic statuses through their purchased fashion bodies. They also showed higher self-esteem and feelings of satisfaction by pursuing individuality and conformity as a member of society. Moreover, they achieved wider fashion options and greater controls over their public/private/secret clothing choices for certain occasions. Cosmetic breast surgery positively empowered individual women while reinforcing the socially manipulated body ideals that oppress women at the same time. Participants internalized socially constructed values and justified their surgery choices.

• 한국학교보건학회지
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• 제23권2호
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• pp.125-132
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• 2010

Purpose: In an attempt to investigate the ideal body image, body importance and body satisfaction by gender role identity, this study was carried out in male college students. Methods: The subjects were 323 male college students in all of Korea except Jeju province. The data was collected by using the questionnaires, Korean Sex Role Inventory and modified Multidimensional Body-Self Questionnaire. Results: Normal shape ranked first as ideal body image in all 4 types of gender role identity. Androgyny, femininity and masculinity type were significantly higher than undifferentiated type in body importance. And androgyny and masculinity type were significantly higher than femininity and undifferentiated type in body satisfaction. Conclusion: Androgyny and masculinity type were positively related to self body image, but undifferentiated type was negatively related to compared with androgyny and masculinity type. And to reinforce androgyny and masculinity in male college students, various programs should be developed.