Abstract
The young casual wear market has been recently increased by the great buying power of the target consumers, although they don't have their own discretionary income. The purpose of this study was to investigate clothing attitudes of the adolescent consumers of the young casual wear market according to the groups of personality types. The questions on introversion/extroversion of MBTI test were adopted to measure introversion/extroversion in personal characteristics. The questions in "The personality diagnosis of high school students" developed by Lee, Chongseung and Chung, Bummo were adopted to measure stability, dominance, sociability and autonomy. Variables of clothing attitudes were composed with attentiveness, modesty and conformity. A total 488 high school students in Seoul participated in the survey. SPSS Win 10 statistical package was used to analyze the data: frequency, t-test, ANOVA and factor analysis. After statistical analysis, the following results were found. Groups of introversion and extroversion, and groups of low, medium and high degree of stability, dominance, sociability and autonomy showed no significant difference based on sex difference and school types. Students who has a high extroversion showed a high degree of attentiveness in clothing attitudes. Students who has the lowest sociability and the lowest autonomy showed a high degree of attentiveness. Students with the lowest autonomy showed a high degree of conformity. The younger the students were, the higher their attentiveness and modesty in clothing attitudes.
