• Science of Emotion and Sensibility
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• v.18 no.4
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• pp.109-118
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• 2015

People tend to perceive their loved others (e.g., children, spouse, romantic partner) as their extended selves and then control over the loved others' fashion style corresponding to their self-concept. The study conceptually suggested that people's perceptions on legitimacy to interfere the others and their own fashionability would separately or interactively influence their control over the loved others' fashion style. To investigate the suggestions, an experiment with female participants in their 20's was conducted by using a scenario. The results indicated that participants' perception of legitimacy to interfere their boyfriends or their own fashionability did not have a separate effect on control over their boyfriends' fashion style. However, the legitimacy and the fashionability did have an interactive effect on the control. In particular, for high legitimacy groups, there was no difference in the control between low and high fashionability groups. For low legitimacy groups, the control was stronger in high fashionability group than in low fashionability group.

• The International Journal of Costume Culture
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• v.2 no.1
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• pp.1-9
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• 1999

This study aims to figure out the levels of self-concept, to reveal the aspects of clothing selection behavior, and to clarify the relation of self-concept to clothing selection behavior in high school girls. Questionnaire was used to collect data. The subjects were made up of 298 second-grade high school girls from four parts in Taegu. The findings of this study are as follows : 1. The level of physical self, personal self, family self, and social self of high school girls are shown as above average. 2. In general trend of their clothing selection behavior, the scores related to practicality, economy, exhibitionism except fashionability are shown as high. 3. It seems that high school girls have a tendency to firstly weigh exhibitionism, and then economy, practicality, fashionability are followed one after another. 4. Physical self is shown as significantly different in fashionability, exhibitionism among clothing selection behavior.

• Fashion & Textile Research Journal
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• v.1 no.1
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• pp.18-25
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• 1999

The purpose of this study was to identify the relationship between clothing involvement and fashion leadership of early adolescents. A questionnaire was administered to 232 9th grade students living in Taegu during April of 1998. Data were analyzed by using Factor analysis, Correlation, t-tests, ANOVA, Scheffe test, and Regression analysis. Clothing involvements were factor analyzed resulting five factors such as interest, importance, fashionability, symbolism, and risk perception. Four factors except risk perception factor were used in data analysis. Four clothing involvement factors showed highly positive relations with total clothing involvement. Interest, importance, and fashionability factors showed highly positive relationship each other. Fashionability and interest factors had effect on fashion leadership. Female adolescents were more concerned about clothing interests than male. Adolescents who were high clothing-interested and fashion-oriented purchased more clothing items. Adolescents who showed high clothing involvements such as interest, importance, and fashionability paid much more on purchasing clothes.

• Fashion & Textile Research Journal
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• v.3 no.4
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• pp.323-329
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• 2001

The purpose of this study was to identify the relationship between clothing involvement and fashion leadership of fashion models and college women. For this study, 113 fashion models and 265 female college students were analyzed. Factor analysis, Correlation, t-test and Regression analysis were used in data analyses. Clothing involvement was factor analyzed resulting five factors such as interest, pleasure, fashionability, risk perception and symbolism. Three clothing involvement factors had highly positive relations with total clothing involvement. Interest, pleasure and fashionability factors were related with each other: Fashionability and interest factors had an effect on fashion opinion-leadership and fashion innovation. Significant differences were found between fashion models and female college students in regard to clothing involvement and fashion leadership. Fashion models and female college students differed significantly in clothing interest and fashionability. Fashion models and female college students differed significantly in fashion opinion-leadership and fashion innovation. Fashion models were more fashion opinion leaders and fashion innovators than female college students.

• Journal of the Korean Society of Clothing and Textiles
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• v.16 no.4 s.44
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• pp.371-377
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• 1992

The purposes of the study were 1) to extend the cognitive categorization theory in an attempt to explain the of garment category, fashionability, and wearer's body types on impression formation, and 2) to find out structures of wearer's impressional dimension and wearer's professional image. The research included a quasi-experiment and survey. The experimental design was a $2^{3}$full factorial design of 3 independent variables. The experimental materials developed for the study were a set of stimuli and a response scale. The stimuli consisted of 8 drawings made by 3 independent variables (garment category, fashion level, wearer's body type). Result were as follows: 1) Garment category, fashionability and wearer's body type had significant effects on impression of the 5 factors-evaluation, potency, appearance, sociability and good-bad, with exception of wearer's body type which was nonsignificant to the potency factor. 2) Garment category was most effective on the evaluation and the potency. However wearer's body type was most effect on the appearance factor and fashionability variable was most effective on the good-bad factor. It was conclued that the results supported the cognitive categorization theory on impression formation and a cognitive categorization hypothesis of clothes.

• Journal of the Korean Home Economics Association
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• v.38 no.2
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• pp.1-19
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• 2000

The purpose of this study was to examine the correlation between intergenerational Self-Monitoring and the purchase behaviors of clothing product, and the differences between the purchase behaviors of clothing product and demographic variables(mother's job, clothing expenditure for 3 monthes, income). For data analysis, Cronbach's $\alpha$, Correlation, ANOVA(one-way), Duncan-test, frequency, percentage, mean were used. The results of this study were as follows: 1) In the female students of university, Self-Monitoring was found to be correlative with the status symbolism, fashionability, and the aesthetic in the outerwear. And Self-Monitoring in the female students of university was not found to be correlative with mothers'Self-Monitoring and the purchase behavior standard of mother'outerwear. In their mothers, Self-Monitoring was found to be correlative with the aesthetic in the purchase behavior standard of outerwear. And Self-Monitoring was found to be correlative with the status symbolism, fashionability, aesthetic, and economy in the outerwear. 2) Generally, it was found to be correlative among the status symbolism, fashionability, and aesthetic or between the practicality and economy in the purchase behavior standard of outerwear or an ordinary dress. On the other hand, it was found to be correlative between variables of the status symbolism, fashionability, and aesthetic and variables of the practicality and economy in outerwear or an ordinary dress. 3) Mother's job, clothing expenditure for 3 monthes, and income were proven to haute the significant differences in the purchase behavior standard partially.

• Journal of the Korean Society of Costume
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• v.57 no.2 s.111
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• pp.172-189
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• 2007

The purpose of this study was to identify the characteristics of ambivalent consumption appeared in the purchase behavior of apparel products by the 4Ps element of marketing mix and to clarify the relation between consumption value and clothing involvement that were the antecedent variable. Among the 4Ps element of marketing mix, brand was selected in the exterior criteria of products, and fashionability was selected in the internal criteria of products. Meanwhile, it was considered that there were no objects of conflicted or ambivalent criteria in the element of promotion. Finally, brand, fashionability, price, place, etc. were selected as the elements of marketing. A self-administered questionnaire was distributed to 550 subjects from Jun, 8th, 2006 to Jun, 22nd, 2006; 507 were used for the data analysis. The results from data analysis were following: firstly, it was identified that ambivalent consumption showed up, as the result from measuring the individual conflicting consumption by elements. Brand was the highest in the frequency of ambivalent consumption among the elements of marketing mix, and price, place, and fashionability were followed. Secondly, by product characteristics, the frequency of ambivalent consumption of casual shirt, group II, was lower than that of mountain climbing jacket, group III, in the brand element and the price element. Thirdly, as the results from conducting factorial analysis to consumption value, it had 5 dimensions, which were practical value, distinguishable/aesthetic value, conspicuous value, social/confirmative value, and enjoyable value. Also clothing involvement was classified into 4 dimensions of emotion, fashionability, symbolic and brand involvement in the result from conducting the factorial analysis to clothing involvement. Fourthly, the mean of ambivalent consuming group by each element was highest among that of other consuming groups in all the dimensions. Fifthly, ambivalent consuming group had the highest mean among other consuming groups in all the dimension of clothing involvement, such as emotion, fashionability, and symbolic by each element of marketing mix, and it means that overall, ambivalent consuming group is highly involved in all the dimension of clothing involvement.

• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.11
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• pp.1755-1767
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• 2009

This article develops the perceived attributes of fashion goods and hierarchical structure among these attributes. In-depth interviews of 12 adult women in the exploratory research and a questionnaire survey of 472 adult women in the empirical research were conducted. The results of the research are as follows: First, a total of 5 perceived subjective attributes of fashion goods are composed of newness, mass fashionability, social compatibility, personal compatibility and self-expressiveness, and the dimensions of the five drawn attributes show a hierarchical causality rather than an equal level. Newness and mass fashionability, perception attributes effect social compatibility and personal compatibility as consequence attributes exert a direct influence on the self-expressiveness represented by value attributes. Personal compatibility and social compatibility as consequence attributes also directly effects self-expressiveness while mediating newness and mass fashionability.

• Journal of the Korean Society of Costume
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• v.54 no.8
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• pp.35-48
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• 2004

This thesis researches consumers' behaviors in Purchasing avatar fashion products depending on their motives and point of reference as the avatar fashion marketing is conducted. Also, it explores the correlation between avatar's fashion products and the point of reference by which consumers actually purchase casual wear. The results were as follows: First, Avatar's fashion product purchasing motivation is done through four classified dimensions, conformity, differentiation, fashionability, and substitution. The standard of Avatar's fashion product choice was classified by the symbol (Product name recognition) and two dimensions of aesthetics. Second. the more valued the aesthetic component of Avatar's fashion product the greater effect on the order the dimensions used in correlation in this case being substitution, differentiation, conformity, and fashionability. Should the consumer place greater value on the Product symbol the dimension order is affected in order by fashionability, conformity, and differentiation. Third, fashionability was a stronger consideration for women as opposed to men in terms of demographical feature. whereas symbol (Product recognition) was of greater importance to higher income people. Last, when aesthetics is considered to buy Avatar's fashion products it is favorably comparable to other casual wear lines. In other words, symbol is considered to buy casual's, it brings to the same result when buying Avatar's. Avatar's fashion product was great tool to research new casual wear line because of approving by the correlation to each other.

• The Research Journal of the Costume Culture
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• v.15 no.4
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• pp.569-579
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• 2007

The purpose of the present study was to understand the clothing behavior of high school girls, and to analyze the differences of the behavior in accordance with their family self-concept and residential area. The study was implemented through a normative-descriptive survey method using a questionnaire. The survey was conducted in April 2006, and the sample consisted of 462 girls from 5 high schools. The data were analyzed by t-test, factor analysis, and cluster analysis. The results are as follows: I. In general, the family self-concept of high school girls was considerably positive, and the group from the Gangbuk area showed a more positive family self-concept than the group from Gangnam. 2. The group from Gangnam displayed a higher score in conformity, fashionability, and economy than the group from Gangbuk did. In terms of personality, the group from Gangbuk showed a higher score than the group from Gangnam. 3. The group having a more positive family self-concept showed a higher score in aspects of personality and psychological dependency. In the areas of conformity and fashionability, the group having a more positive family self-concept manifested a lower score. 4. In the case of the group having a more positive family self-concept, the girls from Gangnam, more than the group from Gangbuk, evidenced a higher score in conformity and fashionability, but showed a lower score in personality. In the case of the group having a lower score regarding family self-concept, the girls from Gangnam, more than those from Gangbuk, showed a higher score in conformity, fashionability, and economy. On the other hand, the personality score of the girls from Gangnam was lower than that of the Gangbuk group. Considering the results of the study mentioned above, it could be said that the clothing behavior of high school girls is different according to their family self-concept and residential area, and such clothing behavior could be used as a cue to understanding their family self-concept.