• 한국의류학회지
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• 제30권9_10호
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• pp.1434-1444
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• 2006

The purpose of this study was to identify the influence of reference group on the adolescents' behavior of fashion brand conformity. As for the method of the research, questionnaires were given to 672 students of middle school and high school. The results of this study were as follows: First, the differences between disposition of general conformity and behavior of fashion brand conformity were found to be meaningful in the dimensions of reference groups and their influences. Second, the classification between stage of brand consideration and stage of brand choice was found to be significant in the two-stage model of brand choice. Finally, the subjective individualism and the behavior of brand conformity were significantly correlated and the mass media stars & the identificational influence were the most powerful factors to explain the behavior of fashion brand conformity for the adolescents.

• 대한가정학회지
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• 제46권10호
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• pp.71-81
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• 2008

This study aimed to identify the effects of adolescents' perceived risk on fashion brand conformity behavior. To analyze conformable fashion brand behavior with consideration to their reference group, 6 dimensions of perceived risk were adopted as explanatory variables. Reference group means people that a person refers to when evaluating his values & behaviors. Data were collected from 672 male and female students aged between 14 and 18. Factor analysis on perceived risk resulted in 6 dimensional structures: socio-psychological, time loss, functional, fashionability loss, performance and opportunity loss risk. Fashionability loss risk positively affected adolescent fashion brand conformity behavior according to their favorite celebrities. Performance risk positively affected in consideration to their parents, while opportunity loss risk had a negative effect on the same reference group. However, socio-psychological and fashionability loss risk positively affected adolescent fashion brand conformity behavior in consideration to their friends, while performance loss risk had negative effect on the same reference group. Adolescent groups divided by the 6 dimensions of perceived risk showed meaningful differences in their fashion brand conformable behavior in consideration to their reference groups.