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대학생들의 자기이미지가 의복 혁신성과 동조성에 미치는 영향
서민정;김연희;윤송이;서문숙;이규혜 한양대학교 2008 韓國 生活 科學 硏究 Vol.28 No.1
The purpose of this study was to examine self images as antecedents of clothing innovativeness and conformity. A survey questionnaire was made for the empirical research. 206 university students living in Seoul metropolitan area participated in the study. The data were analyzed using factor analysis, Chi-square, t-test, ANOVA, and stepwise regression. The self image measures were classified six factors (free, affirmative, self-centered, traditional, sensual, and feminine image). According to regression analysis, fashion innovativeness was affected by free, traditional, sensual image, and conformity was only influenced by traditional image. Respondents were classified into four groups by innovativeness and conformity scores; Low innovativeness/Low conformity group(LI/LC), Low innovativeness/High conformity group(LI/HC), High innovativeness/Low conformity group(HI/LC), and High innovativeness/High conformity group(HI/HC). For LI/LC consumers, innovativeness was affacted by the sensual self image. For LI/HC consumers, and innovativenss was affected by the feminine self image. The conformity of HI/LC were influenced by traditional self image.