유행선도력에 관한 연구 Ⅰ - 유행선도력 예측변인에 대하여 - = A Study on Fashion Leadership Ⅰ - The Predictors of Fashion Leadership -

다국어 초록 (Multilingual Abstract)

The purposes of the study were to identify the [general predictors [of fashion leadership and to compare the fashion leadership predictors among different social groups. Thirty-one variables (thirteen fashion-related variables, five social variables, nine psychological variables, four demographic variables) were included in the regression analysis. Data were obtained from 446 women living in Seoul area by self-administered questionaire. The results of the study were as follows: 1. Seven variables explained about 64 percent of the total variance of fashion leadership. The most important predictors of fashion leadership were fashion interest, use of marketer-dominated fashion information source, and `stable-creative` self-image. 2. The predictors that consistently predict fashion leadership across different social groups (students, career women, housewives) were fashion interest and use of marketer-dominated information source. The predictors of innovativeness and opinion leadership were very different among groups.