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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.
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성역할, 의복동조성이 유행추구성향과 혁신추구성향에 미치는 영향
김연희;서민정;윤송이;이규혜 한양대학교 2006 韓國 生活 科學 硏究 Vol.26 No.1
Conformity and nonconformity in dress are the two driving forces that make diffusion of new styles. More fundamental personal attributes that affect individuality in dress are masculine or feminine sex roles. Researchers reported that little differences were found between men and women in terms of conformity values. Fashion and clothing products are related to hedonic shopping and major hedonic shopping orientations in clothing shopping behavior of college students were often reported. This study was aimed to empirically test the effect of personality traits of masculinity-femininity on nonconformity and conformity in dress; the effects of nonconformity and conformity on major hedonic shopping orientations. A survey questionnaire was developed for the empirical research. Data from 181 students were used for statistical analysis using structural equation modeling. A conceptual model with masculinity and femininity as two exogenous variables, two shopping orientations as endogenous variables and nonconformity-conformity as two mediating variables were analyzed. Results confirm the significant structural paths from masculinity to nonconformity, from femininity to conformity and from nonconformity to novelty-seeking and conformity to fashion seeking) were statistically significant. The results of this study suggested that The personality traits and shopping orientation were antecedents and consequences of nonconformity-conformity in dress and clearer relationships do exist in the flow.
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