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보문 : 패션 소셜네트워크(SNS) 사용의도 및 구전의도에 관한 연구-의복쇼핑성향, 혁신제품태도와 유행선도력의 영향을 중심으로-
박지영 ( Ji Young Park ),정성지 ( Sung Jee Chung ),전양진 ( Yang Jin Jeon ) 한국의류학회 2012 한국의류학회지 Vol.36 No.1
This study locates factors that affect the intention to use fashion SNS (social network service) and intention for word-of-mouth on fashion SNS. Independent variables were fashion shopping orientation, attitude toward innovative products, fashion leadership, and demographics. A questionnaire method was used to collect data on college students while factor analyses, multiple regression, χ2 analyses, and Pearson correlation coefficients were applied in analyzing data. Factor analyses resulted in four factors for fashion shopping orientation, three on attitude toward innovative products and two on fashion leadership. Multiple regression analyses showed that information compatibility of attitude toward innovative products had a significant impact on two models of intention to use fashion SNS and two models of intention for word-of-mouth on fashion SNS. Opinion leadership and gender were significant factors for two models of intention to use fashion SNS, which means that women are likely to have more intention to use fashion SNS. Meanwhile, fashion innovativeness was found to be a significant factor on two models of intention for word-of-mouth on fashion SNS. Shopping orientation factors were not important for any model. χ2 analyses showed that women rather than men wanted more information on online fashion shows, general fashion information, and user participation programs. Fashion major students wanted more information on online fashion shows and user participation programs than non-fashion major students.
연구논문 : 외모에 대한 사회문화적 태도가 외모관심도, 외모관리행동, 외모콤플렉스, 얼굴만족도, 신체만족도에 미치는 영향에 관한 연구
이민지 ( Min Ji Lee ),정성지 ( Sung Jee Chung ),안미선 ( Mi Sun Ahn ) 한국의류학회 2015 한국의류학회지 Vol.39 No.3
This study explored the effect of Sociocultural attitudes toward appearance on appearance concerns, appearance management behavior, appearance complex, face satisfaction, and body satisfaction. The sample of the study was women aged between 20 and 40 who live in Seoul or Gyeonggi-do. We used 292 questionnaires for the final statistical analysis. Data were analyzed by common factor analysis, and multiple linear regression using SPSS 12.0 / Windows. The results of the study are summarized as follows. First, Sociocultural attitudes toward appearance were classified into internalization and awareness, appearance management into weight control, hair care, make-up, and skin care, and appearance complex into complex from other people and complex from self. Internalization showed significant positive effects on appearance concerns, hair care, weight control, face satisfaction, and body satisfaction; however, there were negative effects on make-up, skin care, and complex from other people. Awareness showed significant positive effects on make-up skin care, weight control, and complex from other people; however, there were negative effects on appearance concerns, hair care, face satisfaction, and body satisfaction.