Self-image and Fashion Leadership: Focusing on Clothing Involvement and Consumer Confidence

자기이미지와 패션리더성향: 의복관여와 소비자 자신감을 중심으로

  • Youn, Song-Yi (Purdue University, Dept. of Consumer Science) ;
  • Lee, Kyu-Hye (Dept. of Clothing and Textiles, Hanyang University)
  • Received : 2015.03.26
  • Accepted : 2015.06.16
  • Published : 2015.06.30


People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence; however, fashion innovativeness could only be explained by consumer confidence.



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