The Effects of Fashion Innovativeness and National Identity on Korean Image Clothing Preferences

유행혁신성과 민족정체성에 따른 한국적 이미지의 의복 선호

  • 황진숙 (건국대학교 의상디자인전공)
  • Received : 2010.07.01
  • Accepted : 2010.08.20
  • Published : 2010.09.30

Abstract

The purpose of this research was to investigate the effect of fashion innovativeness and national identity on Korean clothing benefits sought, style preferences, and purchase intention. The subjects were 765 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results were as follows. There were five Korean clothing benefits sought: impression improvement/fashion orientation, national pride, individuality, brand, and comfort. Korean style preferences had four factors of daring/showy, active/simple, elegant, and sophisticated images. The subjects were categorized into three groups by fashion innovativeness and national indentity. The three groups were different in regard to Korean clothing benefits sought, Korean style preferences, and purchase intention. For example, the consumers who had a high fashion innovativeness sought benefits of impression improvement, individuality, and brand name. Also, they preferred daring/showy, elegant, and sophisticated images. In the meanwhile the consumers who had a high national identity sought benefits of national pride, comfort, and impression improvement. Also, they preferred an active/simple style and had an intention to purchase the clothing with Korean image.

Acknowledgement

Supported by : 건국대학교