복식문화연구 (The Research Journal of the Costume Culture)

  • 제23권1호
  • /
  • Pages.11-23
  • /
  • 2015
  • /
  • 1226-0401(pISSN)
  • /
  • 2383-6334(eISSN)
복식문화학회 (The Costume Culture Association)
권호 표지
DOI QR코드

DOI QR Code

자기애 성향에 따른 외모에 대한 사회문화적 태도 및 의복추구혜택에 관한 연구

A study on the sociocultural attitude toward appearance and pursuit of clothing benefits depending on narcissism

  • 조효정 (이화여자대학교 의류학과) ;
  • 조남혜 (이화여자대학교 의류학과)
  • Cho, Hyojung (Dept. of Clothing & Textiles, Ewha Womans University) ;
  • Cho, Nam Hae (Dept. of Clothing & Textiles, Ewha Womans University)
  • 투고 : 2014.09.01
  • 심사 : 2015.02.03
  • 발행 : 2015.02.28
PDF 다운로드
⟨ 이전 논문 다음 논문 ⟩

초록

The purpose of this study was to investigate the differences in female college students' sociocultural attitude toward appearance and pursuit of clothing benefits according to their narcissism. Data collection was conducted through survey for female college students, and a total 221 questionnaires were used for data analyses. For analysis of data, frequency analysis, factor analysis, reliability analysis, and one-way ANOVA were applied. The results were summarized as follows. First, the factor analysis on narcissism resulted in two dimensional structures: self-initiated and other-dependent narcissism. The respondents were categorized into four narcissism groups, such as compositive, self-initiated, other-dependent, and withdrawn narcissism groups. Second, the factor analysis on sociocultural attitude toward appearance resulted in two dimensional structures: internalization and awareness. Five dimensions of pursuit of clothing benefits were identified: individuality, self-expression, fashion, comfort, and social recognition pursuit. Third, there were significant differences among the categorized narcissism groups in sociocultural attitude toward appearance and pursuit of clothing benefits. The results confirm that narcissism has an impact on sociocultural attitude toward appearance and pursuit of clothing benefits. It is expected that this study provides insight for apparel makers or retailers to develop their marketing strategies.

키워드

참고문헌

  1. Aaker, D. A.(1991). Managing brand equity: Capitalizing on the value of a brand name. New York: The Free Press.
  2. Bursten, B.(1982). The relationship between narcissistic and antisocial personalities. Psychiatric Clinical North America, 12, 571-584. https://doi.org/10.1016/S0195-5616(82)50102-7
  3. Chaiy, S. I.(1998). 마케팅 [Marketing]. Seoul: Hakhyunsa.
  4. Cho, J. Y.(2012). The effect of sociocultural attitude toward appearance on body images and consumption behavior of adolescents. Unpublished master's thesis, Myongji University, Seoul, Korea.
  5. Cho, S. M., & Koh, A. R.(2001). The effects of sociocultural attitude toward appearance and body images on clothing benefits sought - The comparison of age difference in female adolescents - Journal of the Korean Society of Clothing and Textiles, 25(7), 1227-1238.
  6. Freud, S.(1953). On narcissism: An introduction. London: Hogarth Press.
  7. Heinberg, L. J., Thompson, J. K., & Stormer, S. M. (1995). Development and validation of the sociocultural attitude towards appearance questionnaire. International Journal of Eating Disorders, 17(1), 81-89. https://doi.org/10.1002/1098-108X(199501)17:1<81::AID-EAT2260170111>3.0.CO;2-Y
  8. Hong, K. H.(2006). The influence of the sociocultural attitudes towards appearance, BMI and body image on self-esteem. Journal of the Korean Society of Clothing and Textiles, 30(2), 348-357.
  9. Hwang, J. S.(2008). Transactions : The relationships among clothing benefits sought, brand attachment, and brand loyalty. Journal of the Korean Society of Clothing and Textiles, 32(11), 1704-1714. https://doi.org/10.5850/JKSCT.2008.32.11.1704
  10. Jeon, H. J., & Chung, M. S.(2010). The effects of sociocultural attitudes toward appearance and objectified body consciousness on the behavior of 20-30's women for appearance management. Journal of Korean Beauty Society, 16(2), 590-601.
  11. Kang, E. Y.(2002). The relations between self-initiative narcissism and other-dependent narcissism and psychological character. Unpublished master's thesis, The Catholic University of Korea, Seoul, Korea.
  12. Kernberg, O. F.(1975). Borderline conditions and pathological narcissism. New York: Aronson.
  13. Kim, H. J.(2008). Study on the appearance involvement and clothing consumption value depending on narcissism. Unpublished doctoral dissertation, Ewha Womans University, Seoul, Korea.
  14. Kim, K. K., Lee, K. S., & Chung, M. S.(2001). The effects of self-esteem and sociolcultural attitude toward appearance on clothing behavior. Journal of the Korean Home Economics Association, 39(9), 95-102.
  15. Kim, Y. S., & Park, O. L.(2010). Impact of the benefit of beauty pursuit on beauty care behavior in groups with a different degree of narcissism. Journal of Korean Beauty Society, 16(3), 700-709.
  16. Kohut, H.(1984). How does analysis cure? Chicago: The University of Chicago Press.
  17. Lasch, C. L.(1979). The culture of narcissism. New York: Norton.
  18. Lee, J. S., & Han, G. H.(2008). The effects of university woman students' socio-cultural attitudes to appearance on their body image and satisfaction of their physical bodies. Journal of Fashion Business, 12(2), 153-164.
  19. Lee, M. A.(2010). Comparative study between married and unmarried women on consumption values and clothing benefits - Focusing on working women in their 20's and 30's -. Journal of the Korean Society of Clothing and Textiles, 34(5), 804-818.
  20. Lee, S. S., & Oh, K. J.(2003). Validation study of the sociocultural attitudes towards appearance questionnaire in Korea. The Korean Journal of Clinical Psychology, 22(4), 913-926.
  21. Park, E. H.(2012). The effects of sociocultural attitude toward appearance and pursuit of clothing benefits on ambivalent consumption of fashion product. Journal of Fashion Business, 16(1), 137-149.
  22. Park, E. H., & Ku, Y. S.(2012). Lifestyle, fast fashion attitude, and cosmetics behavior according to college students' pursuit of clothing benefits typology. Journal of Fashion Business, 16(1), 121-137. https://doi.org/10.12940/jfb.2012.16.1.121
  23. Park, E. J., & Chung, M. S.(2010). The effects of narcissistic personality and self-esteem on the appearance management behaviors of female college students. The Research Journal of the Costume Culture, 18(4), 717-730. https://doi.org/10.29049/rjcc.2010.18.4.717
  24. Peter, J. P., & Olson, J. C.(1987). Consumer behavior: Marketing strategy perspectives. Homewood, IL: Irwin.
  25. Raskin, R., & Hall, C. S.(1979). A narcissistic personality inventory. Psychological Reports, 45, 590. https://doi.org/10.2466/pr0.1979.45.2.590
  26. Ryou, E. J., & Lim, S. J.(1998). A study on consumer's value systems and clothing behavior. Journal of the Korean Society of Clothing and Textiles, 22(6), 749-759.
  27. Shin, C. Y., & Lee, M. H.(2001). The influence of college student's anxiety on clothing benefits sought. The Journal of the Korean Society of Costumes, 51(2), 79-92.