여고생의 유행태도에 따른 의복구매시의 디스플레이 활용도와 인지위험 = A Study on the Use of Display and Perceived Risk according to High School Girls′ Attitudes Toward Fashion

다국어 초록 (Multilingual Abstract)

The purpose of the present study was to investigate the use level of display and perceived risk of high school girls according to their attitudes toward fashion. Data were collected through self-administered questionnaires and analyzed by descriptive statistics, $x^2$, ANOVA, and Duncan test. The sample consisted of 390 students at four girls' high schools located in Seoul. The results are as follows : 1. Based on the attitudes toward fashion, respondents were classified into 3 groups, fashion-oriented, fashion-conformed, fashion-retarded. No differences were found in fashion attitudes among and between the groups by residing place. The group having higher interest in fashion spent more expenditure for apparels, and showed the higher interest in display, and highly regarded the needs of display. 2. The more fashion-oriented group showed higher degree of risk perceiving. Especially, they perceived psychological risk, fashionability risk, and social risk highly. And all the three groups perceived opportunity risk most. 3. In general, those who are more sensitive to fashion showed more positive attitude of risk reduction activities.