A Study on Image Evaluation of Baseball Uniform

야구 유니폼의 이미지 평가에 관한 연구

The objectives of this study were to investigate the differences of image evaluation of baseball uniform by uniform design and perceiver's gender. and to examine how baseball uniform preferences vary according to perceiver's gender. Stimuli consisted of 12 color photographs of a male model wearing a baseball uniforms which were manipulated according to the color of shorts and pants. A semantic differential scale of 23 items were used to evaluate the image of the stimuli. Subjects were 288 males and females. Five dimensions derived to account for the image of baseball uniform. These were manly, ability, activity, preference, and visibility. Wearing of red shirts had a positive effect on the evaluation of ability, activity, and visibility. Dark blue shirts had a positive effect on the evaluation of preference. Grey uniforms had negative effects on the evaluation of ability, activity, and visibility. Men liked white uniforms and vertical stripes uniforms of black and white more than dud women. Women talked dark blue shirts more than did men.