연령과 성별에 따른 청소년의 신체만족도와 의복행동 연구를 통한 패션마케팅전략 제안 = Suggestions for Fashion Marketing Strategy Based on a Study of Adolescents’ Body Image and Clothing Behavior by the Age and Gender

다국어 초록 (Multilingual Abstract)

This study was designed (1) to examine adolescents’ body cathexis, ideal body image, clothing behavior, and clothing purchasing behavior, and (2) to identify gender and age differences. Descriptive statistics, Chi-Square (c2) analysis, Analysis of Variance (ANOVA), and Duncan-Test were employed to analyze the data collected from the convenience sample of 729 middle- and high-school students in Gyeongnam, Korea. Adolescents tended to be dissatisfied with their body, while female high school students’ dissatisfactory degrees were higher. The ideal body image was thinner than normal, and neither gender nor age differences were observed. Adolescents showed higher dependences compared to other clothing behaviors including conformity, fashion, popularity, brand, and exhibition, and gender and age differences were observed. Fit/comfort and clothing displayed in store were most important evaluative criterion and information search method. Adolescents tended to prefer shopping in department store with friends or parents in less than 3 hours. Gender and age differences were observed in those clothing purchasing behavior. Marketing strategies generated from the results of this study were suggested.주제어(Key Words): 청소년(Adolescent), 패션마케팅 전략(Fashion Marketing Strategy), 신체이미지(Body Image), 의복행동(Clothing Behavior).