Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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Preference for Clothing Images According to Gender-Role Identity

성역할 정체감에 따른 의복 이미지별 선호도

  • Lee, Jungmin (The Graduate school of Fashion Design, Dongduk Women's University) ;
  • Chung, Sungjee (Dept. Fashion Design, Dongduk Women's University) ;
  • Kim, Donggeon (Dept. Statistics & Information Science, Dongduk Women's University)
  • 이정민 (동덕여자대학교 패션전문대학원) ;
  • 정성지 (동덕여자대학교 패션디자인학과) ;
  • 김동건 (동덕여자대학교 정보통계학과)
  • Received : 2013.07.11
  • Accepted : 2013.09.09
  • Published : 2013.09.30
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Abstract

The study aims to find differences in clothing image preferences according to gender-roleidentity. The questionnaire developed by the researchers was distributed to 533 men and women who aged between 20 and 59. Fourhundred eight questionnaires were used for the final analysis. The data were analyzed by ANOVA, and Tukey's test using SPSS 18.0/Windows. As results, both male and female participant groups of the study were classified into 4 groups according to their gender-role identity: masculinity, femininity, androgyny, and the undifferentiated. For men, the masculinity group showed a higher preference for flamboyant, sexy, expressive, cold, mature, hard, strong, weighty, heavy, sharp images, while the femininity group showed a stronger preference for flamboyant, bold, luxurious clothing images. The male androgyny group preferred masculine, sexy, cold, mature, hard, strong, weighty, luxurious, heavy, artificial images, whereas the undifferentiated group preferred flamboyant, sexy and mature images. On the other hand, for women, the masculinity group showed a higher preference for luxurious image, while the femininity group showed a stronger preference for sexy, urban, decorative, modern, complicated, luxurious images. The female androgyny group preferred expressive, modern, mature, complicated, and luxurious images, whereas the undifferentiated group preferred bold, decorative, rational, and complicated clothing images.

Keywords

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