A Study on Characteristics of Fashion Opinion Leaders

패션 의견선도자(意見先導者)의 특성(特性)에 관한 연구(硏究) - 인구통계적(人口統計的).심리적(心理的).패션 커뮤니케이션 경로(經路) 변인(變因)을 중심으로 -

The purpose of this study is to identify and profile Korean women's fashion opinion leaders on demographic, psychological and communication channels dimensions. The questionnaire was administered to 1204 students from a purposively selected. women's universities in Seoul. The data was analyzed using $X^2$-test, t-test, multiple regression analysis and discriminant analysis, The significance level was set at. 05. The major findings derived from analysis are as follows: 1. Fashion opinion leaders are generally come from families with higher income, more education and higher occupational status than followers. 2. Fashion opinion leaders are more likely to be exhibitionistic, self-confident, individualistic, risk taking and gregarious than followers. 3. Fashion opinion leaders are more exposed to impersonal communication media, especially to fashion magazines than followers. These findings imply an obvious usefulness for both manufacturers in the apparel industry as well as retailers to help them in the identification of their target market for the introduction and acceptance of fashion items.