Clothing Behavior, and Purchase Behavior on Body Cathexis and Clothing Style of Adolescence in Seoul and Inchon

서울ㆍ인천 중고등학생의 신체만족도와 선호 스타일에 따른 의복행동 및 의복구매행동

The purpose of this study is to examine the relationship among body cathexis, preference in style, clothing behavior and clothing purchase behavior. Based upon the effect of body cathexis and preference in style on adolescence clothing purchase behavior, this study suggests classification of the future adolescence consumers for fashion marketing. The questionnaire were administered to 1400 middle school and high school students living in Seoul and Inchon. Data were analyzed by Frequency, Factor analysis, Correlation analysis, Regression analysis, SPSS. This study used body cathexis and preference in style as Independent variables, clothing behavior and clothing purchase behavior as Dependent variables.