• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.5 s.142
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• pp.715-726
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• 2005

The purpose of this study was to identify the effects of the sensation seeking and body image on female adolescents' clothing behavior and hair style attitude. The data was collected from 390 high school girls living in Seoul, via a self·administered questionnaires, and were analyzed by frequency, factor analysis, reliability test, Pearson's correlation, and multiple regression. The results of this study was as follows : 1) Three factors of body images were self appearance evaluation, appearance orientation and fitness orientation. Five factors of clothing attitudes were fashion/clothing interest, clothing exhibition, social approval, psychological dependence on clothing and fashion leadership. And three factors of hair style attitudes were interest in hair style, individuality in hair style and dependency on hair designer. 2) As the result of analyzing the effects of sensation seeking and body image on clothing behavior, fashion/clothing interest was explained by appearance orientation and fitness orientation, and clothing exhibition by sensation seeking and appearance orientation, and social approval by appearance orientation, self appearance evaluation and body cathexis, and fashion leadership by appearance orientation, fitness orientation and self appearance evaluation, and clothing conformity to the self-entertainer by appearance orientation, sensation seeking and fitness orientation, and appearance related delinquency by sensation seeking, appearance orientation, fitness orientation, self appearance evaluation. 3) As the result of analyzing the effects of sensation seeking and body image on hair style attitudes, interest in hair style was explained by the factors such as appearance orientation, sensation seeking, fitness orientation, and body cathexis, and individuality in hair style by appearance orientation, sensation seeking and self appearance evaluation, and dependency on hair designer by body cathexis.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.3
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• pp.260-269
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• 2013

This study verifies the direct and indirect causal relationship of sociocultural values related to appearance effect appearance evaluation, body area satisfaction, appearance orientation, and self-esteem that are variables involved in body images. This paper is expected to empirically support the information regarding the path and the relative influence among related-variables and their relational structures. A survey was conducted on 230 women from the ages of 20 to 29 who live in Daegu and Gyeongbuk areas. The data analysis was performed through programs such as AMOS 19.0 and SPSS 19.0 for Windows. The findings are as follows: First, Sociocultural values relating to appearance affect directly body image - appearance evaluation, body area satisfaction, and appearance orientation. Appearance evaluation and appearance orientation were influenced positively; however, body area satisfaction received egative effects. In addition, sociocultural values related to appearance exert relatively stronger influence on appearance orientation. Second, among body images, appearance evaluation and body area satisfaction directly effect self-esteem; however, appearance orientation did not show any direct influence. Appearance evaluation influenced relatively higher on self-esteem. Third, it appeared that appearance evaluation directly affected Appearance orientation. Forth, sociocultural values related to appearance affect self-esteem through body images-appearance evaluation, body area satisfaction, and appearance orientation - as mediators. This confirmed the mediator role of body image between sociocultural values related to appearance and self-esteem.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.9_10
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• pp.1101-1111
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• 2003

The objectives of this study were to classify the contents of lifestyle of adolescents, to investigate the relationships between lifestyles and appearance behavior, and to examine how appearance behavior was influenced by lifestyles and demographic variables of male and female adolescents. The method of the study was survey research by using questionnaires. Subjects were 414 high school students in Seoul: 176 were males and 238 females. Five dimensions of lifestyles were derived by factor analysis: ‘digital orientation', 'positive activity', 'achievement orientation', 'material orientation', and ‘frugality'. Digital orientation had, in case of the male, a positive relation with body-modification need, a positive one with appearance interest in female. Positive activity had positive relations with appearance interest and body satisfaction in both male and female. Appearance interest, weight interest, and body-modification need levels were significantly higher for female than for male, whereas body satisfaction were higher for male than for female. Appearance interest of male was influenced by positive activities and social stratification. Appearance interest of female was influenced by material orientation and positive activity. Body-modification need of male was influenced by digital orientation and frugality(-), that of female only influenced by material orientation. Fashion and brand preference of male was influenced by material orientation, frugality(-), and social stratification. In case of the female, fashion was influenced by positive activity, material orientation and frugality(-), brand preference influenced by material orientation and positive activity.

• International Journal of Human Ecology
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• v.7 no.1
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• pp.85-95
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• 2006

The purpose of this study was to examine differences in clothing shopping orientation among female adults according to their level of self-esteem and body cathexis. The subjects included 460 women ranging in age from 20 to 69, living in the Daegu area. The data was analyzed by frequency, factor-analysis, mean calculation, ANOVA and the Duncan-test using the SPSS-package. The overall results are as follows: First, clothing shopping orientation fell into five categories: 'hedonic', 'trend conscious', 'store-patronizing', 'economic', and 'independent' shopping orientation. Second, there were measurable differences in clothing shopping orientation related to one's level of self-esteem. Third, there was a significant difference in clothing shopping orientation according to the one's level of body cathexis. It appears that high levels of body cathexis do predict a tendency towards a more 'independent' clothing shopping orientation.

• Journal of Fashion Business
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• v.21 no.2
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• pp.16-29
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• 2017

This study examines the effects of body image and the hedonic shopping orientation of female consumers on using fashion information to purchase skinny jeans. For this purpose, an online survey was carried out during the recent year targeting female consumers who had purchased skinny jeans. A total of 464 responses were analyzed in this study. The SPSS 22.0 program was used to perform frequency analysis, factor analysis, reliability analysis, and multiple regression analysis. The results are as follows. First, interest in appearance and apparel had a significant influence on every factor of the hedonic shopping orientation, except for the relational shopping orientation, and interest in body weight had a significant effect on the enjoying, relational, and impulsive shopping orientations. Additionally, body satisfaction, except for the impulsive shopping orientation, had a significant influence on the enjoying, brand, loyalty, and relational shopping orientations; body dissatisfaction affected the brand, loyalty, relational, and impulsive shopping orientations. Second, the enjoying shopping orientation significantly influenced every factor of fashion information, and the brand shopping orientation had a positive effect on mass media information, but a negative effect on street information. Furthermore, the loyalty shopping orientation had a significant influence only on store information, the relational shopping orientation had a significant effect on both mass media and verbal information, and the impulsive shopping orientation did not exert any influence on any factors of fashion information.

• Fashion & Textile Research Journal
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• v.3 no.5
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• pp.403-408
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• 2001

The purposes of this study were to determine consumers' characteristics that were shown according to their fashion leadership through examining the differences found with consumers' self-conception like the body cathexis and self-efficacy and clothing shopping orientation. The data were collected from 263 female college students using questionnaire. The results could be summarized as follows: First, the household income, subjective social class and clothing expenditure of the fashion leader group was larger than those of the fashion follower and laggard groups. Second, the fashion leader group showed higher body cathexis than the fashion follower and laggard groups in the lower body, the abdominal region, the bust shape, and the whole body shape. Thirdly, the higher was the fashion leadership, the higher was the self-efficacy. Forth, it was proved that the higher was the fashion leadership, the higher were the clothing shopping orientation such as home-shopping preference, hedonic shopping, impulsive purchasing, and brand loyalty.

• Fashion & Textile Research Journal
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• v.15 no.6
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• pp.912-922
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• 2013

This study examined the differences in appearance orientation and appearance management behavior in groups (classified by the body mass index) as well as explored the differences in each of demographic variables. Data were collected from 513 respondents from the city of Daegu as well as Gyeongbuk province. Collected data were analyzed by descriptive statistics, ANOVA, and Duncan tests. The results showed that 14.3% of the respondents were underweight, 60.0% normal, and 25.7% overweight according to BMI. The appearance orientation of the respondents was revealed to be high. Skin care was the most popular appearance management behavior, followed by make-up, clothing selection, hair care and weight training. Due to appearance orientation by body type, the appearance orientation for the underweight was the highest followed by normal and overweight. There were significant differences in skin care, make-up, clothing selection, hair care among the three groups in appearance management behavior; however, no differences in weight training. Generally, appearance management behavior of the underweight was the highest, followed by the normal and the overweight. In addition, there were significant group differences in appearance orientation and appearance management behavior according to demographic variables. This study contributes basic information to the field of appearance management behavior research and beauty industry marketing strategy through a better understanding of the relationships of BMI, appearance orientation, and appearance management behavior.

• Asia Marketing Journal
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• v.14 no.4
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• pp.117-142
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• 2013

Brand orientation is a relatively new paradigm in marketing which was first introduced in the 1990s. Since then, an accumulating body of research has addressed the strategic importance of brand orientation. Although there is a growing body of literature on brand orientation, there have been no empirical studies examining the mediation effect of brand orientation on market orientation-performance relationship to date. Moreover, most studies on brand orientation have been carried out in the context of large enterprises. Hence, the aim of this research is to extend the literature and address market orientation, brand orientation, and firm performance against the backdrop of Korean SMEs. The authors empirically investigate the impact of market/brand orientation on organizational performance and the mediating role of brand orientation. They utilize 178 usable responses to test the four research hypotheses. The hypothesized model predicts that there is a positive association among market orientation, brand orientation, and firm performance. It is also expected that brand orientation mediates the relationship between market orientation and organizational performance. The statistical results based on PLS analysis confirm our prediction among the constructs in the research model. The empirical evidence provides significant theoretical and managerial implications for brand orientation among SMEs. The first theoretical implication is that we provide empirical evidence regarding the important role of brand orientation in explaining the multi-trait perspectives of strategic orientation. The second theoretical implication is that the concept of brand orientation can be empirically validated in the context of SMEs. In terms of managerial implications, managers of SMEs should attempt to build a brand-oriented corporate culture or mindset that places brand values and brand norms as the top priority among their company's tasks. In addition, managers should recognize that brand orientation is critical for SMEs as well as large enterprises. In the last section, the authors address limitations of the study and provide directions for further research.

• The Korean Journal of Community Living Science
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• v.28 no.3
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• pp.461-479
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• 2017

This study was to investigate the appearance orientation and body shape management of adolescents in Daejeon. A survey was performed from December 16th~28th 2015 and 355 respondents were collected for analysis. 45.9% of the subjects were middle school students, whereas 54.1% of them were high school ones. The female and high school students tended to show higher ratings in lookism tendency and interests in beauty care, whereas male and middle school students tended to show higher ratings in physical satisfaction than the others. More than 40% of the respondents perceived them fatter than the standard weight, in particular, girls and the ones with opposite-sex friend perceived them fatter than their actual conditions. On body shape satisfaction, female and high school students indicated lower satisfaction. For body shape management, 75% of the female and 40% of the male students had tried weight control. The frequency and the duration time of exercise had higher for boys than girls, and the ones with opposite-sex friend than without. For methods of weight control, girls were more likely to do diet control, whereas boys were more committed to exercise. In general, students with high appearance orientation tended to control taking snacks and fast food or did diet control for body shape management. Conclusively, continued interest and guidance, not only at home but also in school, is required for students so that they can do proper body shape management to fulfill their appearance orientation and they will improve academic performance by gaining confidence through their appearance satisfaction.

• International Journal of Advanced Culture Technology
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• v.5 no.1
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• pp.17-25
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• 2017

The purpose of this study was to investigate the effects of self-identity on body shape management for college students. This study used descriptive research to analyze the effects of self-identity, which has contained factors of Subjectivity, Self-acceptance, Future Confidence, Goal Orientation, Scrupulous. The subjects were 404 college students located in C province who were voluntarily agreed. Multiple regression analysis was conducted to verify the effects on self - identity and body shape management. As a result, self - acceptance of self - identity' subcomponents had no effect on body shape management, but future confirmation, goal orientation, Scrupulous, intimacy affects body shape management(P < 0.001). Based on these results, in order to manage the body shape of college students, it is considered effective to present the visible goals and apply the programs that students can do themselves. In addition, it can be seen that it is effective to start body shape management during college group life to enhance intimacy.