A Study on Fashion Leadership II - The Characteristics among the Groups Divided according to Their Fashion Leadership -

유행선도력에 관한 연구 II - 유행선도력에 따른 집단들의 특성 -

The purposes of the study were to compare the characteristics among five segments of the population (innovative communicators, innovators, opinion leaders, followers, indifferents) which were divided according to their fashion opinion leadersship and innovativeness. Thirty-one variables (thirteen fashion-related variables, five social variables, nine psychological variables, four demographic variables) were included in the analysis (analysis of variance, chi-square test). Data were obtained from 446 women living in Seoul area by self-administered questionnaire. The results of the study were as follows: there were significant differences among groups in most of fashion-related variables (fashion interest and clothing importance, four dimensions of clothing values, marketer-dominated and neutral information sources) and psychological variables (eight self-image variables) and in some of social and demographic variables (social activity, social stratum, education).