패션 의견선도자의 특성에 관한 연구

정혜영(Hyei Young Chung) 한국복식학회 1990 服飾 Vol.14 No.-

The purpose of this study is to identify and profile Korean women`s fashion opinion leaders on demographic,, psychological and communication channels dimensions. The questionnaire was administered to 1204 students from a purposively selected. women`s universities in Seoul. The data was analyzed using X²-test, t-test, multiple regression analysis and discriminant analysis, The significance level was set at. 05. The major findings derived from analysis are as follows : 1. Fashion opinion leaders are generally come from families with higher income, more education and higher occupational status that followers. 2. Fashion opinion leaders are more likely to be exhibitionistic, self-confident, individualistic, risk taking and gregarious that followers. 3. Fashion opinion leaders are more exposed to impersonal communication media, especially to fashion magazines that followers. These findings imply an obvious usefulness for both manufacturers in the apparel industry as well as retailers to help them in the identification of their target market for the introduction and acceptance of fashion items.

패션 마케팅 전략을 위한 자아개념 연구

정혜영(Hyei Young Chung) 복식문화학회 1998 服飾文化硏究 Vol.6 No.2

여대생들의 의류구매 의사결정 스타일 특성에 관한 연구

정혜영 ( Hyei Young Chung ) 服飾文化學會 2004 服飾文化硏究 Vol.12 No.3

여대생들의 의복쇼핑성향과 시장행동

정혜영 ( Hyei Young Chung ) 복식문화학회 1996 학술세미나 Vol.1996 No.-

논문편 - 의생활편 : 시장조사에 나타난 기성복의 문제점 연구 - 의복재료와 장식 및 드레스 디자인을 중심으로 -

정혜영 ( Hyei Young Chung ) 대한가정학회 1978 Family and Environment Research Vol.16 No.3

패선 傳播過程에서의 패션 意見先導者들의 特性硏究 : 서울市內 家庭主婦들을 中心으로

鄭惠榮 德成女子大學校 1985 德成女大論文集 Vol.14 No.-

The purpose of this part I of two parts study is to identify and to profile fashion opinion leaders on demographic, psychological, attitudes and values and communication dimensions among housewives in Seoul. The program of anyalysis involved the application of t-test to test the validity of Rogers's opinion leadership scale, factor analysis on the psychological, attitudes and values of the questionnaires to reduce the dimensionality of the analysis of the characteristics, and cross classification technique to dientify and profile the opinion leaders. The major findings are as follows: 1. Fashion opinion leaders are found to have achieved higher level in education, income and occupational status than the non fashion opinion leadeis. 2. fashion opinion leaders are more likely to be intelligent, likeable, impulsive, exhibitionistic, competent, gregarious and have higher leadership than non fashion opinion leaders. 3. Fashion opinion leaders are more exposed to mass media, especially, to fashion magazines than non fashion opinion leaders. These findings demonstrated that real differences do exist between the characteristics of opinion leaders and followers and that these differences can be measured.

여대생들의 의복쇼핑성향과 시장행동

정혜영 服飾文化學會 1996 服飾文化硏究 Vol.4 No.2

The purposes of the study were (1) to segment the female college apparel market based on clothing shopping orientation and (2) to develop a profile of each segment regard to fashion life style, information sources, clothing selection criteria, the import ance of store attributes and patronage behavior. The data were collected through questionaire by random sample of 526 female college students. By cluster analysis of shopping orientation factors, four groups were identified (apa thetic apparcl shopper, highly involved appare shopper, economic apparel shopper, psycho socializing apparel shopper). Four groups were then compared through multivariate analysis of variance and chi-square statistics on 3 fashion life style factors, 11 information sources, 10 clothing selection criterias, 9 store attributes and 1 patronage behavior variable. Significant difference were found among the four groups on all these variables which indicate that clothing shopping orientation can be a useful base for segmenting female apparel marked and these groups are unique in terms of the above 5variables

패션 라이프스타일에 의한 여대생 의류 시장 세분화 : 패션정보원·의복추구이점·상점선택기준 Information Sources·Clothing Benefits Sought Store Selection Criteria

정혜영 服飾文化學會 1995 服飾文化硏究 Vol.3 No.2

The purpose of this study was to segment the female college apparel market based on fashion lifestyle and to develop a profile of each segment regard to fashion information sources, clothing benefits sought, and store selection criteria. The data were collected through questionnaire byrandom sample of 522 female college students. By cluster analysis of lifestyle factors, three groups were identified.(fashion leaders, fashion followers and fashion aversion) Three groups were then compared through multivariate analysis of variance on 11 fashion sources, 10 clothing benefits sought and 9 store selective criterias. Significant difference were found among the three groups on all these variables which indicate that fashion lifestyle can be a useful base for segmenting female apparel market and these groups are unique in terms of fashion information sources, clothing benefits sought and store selective criterias.

學童期 兒童들의 衣生活에 關한 小考

鄭惠榮 德成女子大學校 1977 德成女大論文集 Vol.5-6 No.-

The child from six to twelve years old belong to the period that is defined as the "elementary school age" or the "middle years of childhood" in psychology. Theis is the period their Social experiences accelerate and expand forcing him to make immediate social and emotional adjustment and to form new attitudes toward his parents, peers, and the adult world in his ways of thinking and behavior as time elapses. The purpose of this study is to organize their unique characteristics of clothing behavior related to psychological aspects and to examine the social factors which influence their clothing behavior in their each developmental stages. In reviewing various theories and researches, the following conclusions could be madel. 1. Although, there are differences depending on mother's education and family income, generally, mothers tend to be influenced by estetic qualities in the selection of their childern's clothing. And imajorty of children like to participate in the selection of their clothing. Parents would be wise to accompany their children when making clothing purchases and decisions to develop their ability to choose clothing carefully. 2. Elementary school children are not particularly interested in neatness, cleanliness, or clothing care. But, with increasing age, they tend to consult friends rather than parents when making clothinf decisions for special occasions. And this seems to indicate that they are concerned clothing be appropriate for the particular occasions. 3. The desire of child to dress as other members of the group dress so that he is approved and accepted by the group is equally strong forboth boys and girls. Also, child's desire for independence is reflectedin his desire for clothin which can be easily manipulated. 4. One of thief mans of obtaining approval and admiration of his peers and his self-confidence is through his skills in sport, Therefore, the child wants and needs clothing which is comfortable and non-restrictive. 5. Child's preferred colors in clthes are usually primary hues, such as, red, yellow, and green. They tend to like solid colors for clothing and smooth and furry fabrics. From this tendency, we could see child's simple concept, personality, and emotion. In considering clothing as one important factor influencing child's growth and development, more scientific and systematic studies are needed to have more conclusive answers on the effect of clothing on child's personality growth and social adjustment as well as the effect of socio-economic and cultural patterns on the child's clothing behavior. Then, we will be able to provide better opportunity for children to grow and develop into healthy, happy, and well-adjusted adults through clothing.

의류점포 브라우저들의 브라우징 동기, 쇼핑 선도력 및 선호점포 속성에 관한 연구

정혜영 복식문화학회 2001 服飾文化硏究 Vol.9 No.1

The purpose of this study was to identify and profile store browsers in terms of their browsing motives, fashion behavioral characteristics, buying behavior and preferred store attributes. The data were collected through questionnaire from 302 female college students by convenient sampling method. Statistical analysis of factor analysis, χ²-tesL and t-test were pefarmed in analyzing the data. The browsing motives of browsers were to obtain fashion information, sensory stimulation and diversion from routine life. They showed the high level of fashion involvements shopping confidence, shopping innovativeness, shopping opinion leadership as well as fashion opinion 7eadership. Browsers tended to be impulse buyers and spent more money on clothing than non-browsers. The attributes that influence their store choice were the variety of products and brands, information availability, and pleasant store atmosphere.