• Korean Journal of Human Ecology
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• v.2 no.1
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• pp.53-61
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• 1993

The purpose of this research was to find out relationships between the use of fashion information, preference of fashion advertising and fashion leadership. This research was carried out by both the theoretical and empirical study. For the theoretical study, the research of Fashion Leadership was based on the fashion opinion leadership and innovativeness. The study include the analysis of variables influencing fashion leadership, such as use of fashion information preference of fashion advertising, and demographic variables. For the empirical study, fashion leadership was measured by fashion opinion leadership and innovativeness. The variables influencing on the fashion leadership were measured by use of fashion information (marketer-dominated information, consumer-dominated information, neutral information), preference of fashion advertising (dramatic type, feeling type, goods demonstration type), demorgraphic variables (age, years of education, family income, job, marriage). Data were obtained from 313 female in chungbuk area by self-administered questionaire. The datacollected through the questionaire were analyzed by the stastical technique - ANOVA and Duncantest, t-test, stepwise multiple-regression. The results of the study were as follows; 1. There were significant differences on the fashion leadership, fashion innovativeness, fashion opinionleadership according to the marketer dominated information and neutral information. There were significant differences on the fashion leadership, fashion innovativeness, fashion opinion leadership according to the preference of dramatic type. There were significant differences on the fashion opinion leadership according to the preference of goods demonstration type. 2. 30 percent of the total variance of fashion leadership was explained by the six variables: fashion magazines, TV & Radio advertising, clothing of TV talent & singer, years of education, dramatic type, catalogue. 3. When the subjects were divided into five groups(innovative communicators, innovators, opinion leaders, followers, indifferents) according to their innovativeness scores and opinion leadership scores, there were significant differences among groups in most of use of fashion information, preference of fashion advertising variables and in some of demographic variables. 4. There were significant interactions between marketer-dominated information and dramatic type and were significant interactions in goods demonstration type, marketer-dominated information and dramatic type. There were significant interactions between consumer-dominated information and dramatic type. This ariables has the effect on Fashion Leadership by the interactions.

• 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 Home Economics Association
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• v.34 no.5
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• pp.223-234
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• 1996

This paper intends to examine the relationship between the consumer's enduring involvement toward clothing product, fashion innovativeness, and fashion opinion leadership. Specific purposes of the study are: 1) to identify dimensions of the enduring involvement toward clothing based on the theoretical framework; 2) to find out the effects of clothing involvement on fashion innovativeness and fashion innovativeness,m fashion opinion leadership, and demographic variables. The Likert Type questionnaires were used to measure clothing involvement, fashion innovativeness, and fashion opinion leadership. Samples of 389 women(college students, career women, housewives) living in Taegu area were analyzed by factor analysis, Pearson's correlations, t-test, and multiple regression analysis. Main results of the study are as follows: 1) Concept of the enduring involvement toward clothing is composed of five dimensions: fashion, importance, pleasure, self-expression, and perceived buying risk. 2) The clothing involvement is found to have significant influences on fashion innovativeness and fashion opinion leadership. 3) The relationships between the clothing involvement, age, educational level, and marital status are found to be statistically significant.

• Journal of the Korean Society of Clothing and Textiles
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• v.11 no.3 s.25
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• pp.15-24
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• 1987

The purpose of this study was to investigate the relationships among fasion leadership, Social character, clothing conformity and fashion information source. For this purpose, a causal model was to be constructed and empirically tested. Fashion leadership is divided into fashion opinion leadership and fashion innovativeness and is appropriated to the model. The following conclusions were derived from the data analysis. 1. Social character has direct effects on clothing conformity, but indirect effects on fashion information source. 2. Significant interaction between clothing conformity and fashion information source was found. 3. In a fashion opinion leadership model, social character, clothing conformity, and fashion information source have significant direct effects on fashion opinion leadership 4. In a fashion innovativeness model, social character and fashion information source have significant direct effects on fashion innovativeness, and clothing conformity indirect effects through the fashion information source. 5. The explanatory power ($R^2$) was higher for the fashion opinion leadership model than for the fashion innovativeness model.

• Journal of the Korean Society of Clothing and Textiles
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• v.8 no.2
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• pp.11-17
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• 1984

The purpose of this study was to explore the characteristics of Fashion leadership in relation to social partipation, mass communication, and socioeconomic level among married women living in Seoul. Fashion opinion leadership was measured by Schrank Fashion Opinion Leadership Inventory. Fashion Preference Scale was designed to determinefashion innovativeness. Social parti-cipationana mass communication were assessed by selected items from the inventory of Summer and Kim. Hollingshead's two-factor index and weighting system was selected to assess socioeconomic level. The questionnaires were adminstered to a random sample of married women in Seoul. The date for 214 respondents were analyzed by Pearson correlation, analysis of variance, and t-teat. The results were as followers : 1) Fashion opinion leadership was significantly related to fashion preference. 2) Fashion leadership was significantly related to social participation, mass communication, socioeconomic level. 3) There was a significant difference between fashion leadership and age. 4) Women's occupation had little influence on fashion opinion leadership as well as fashion preference.

• Journal of the Korean Society of Costume
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• v.50 no.7
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• pp.5-14
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• 2000

Fashion leadership of middle- and high-school male student was measured. The subjects were divided into five subgroups including, fashion dual leaders(13.3%), innovators(10.3%), opinion leaders(7.6%), followers(52.3%), and laggards(16.3%), according to their innovativeness and opinion leadership. The findings were as follows : fashion dual leaders were very confident and fashion-conscious while other subgroups were very price-conscious and quality-aware. Among the fashion information sources included in the study' my own experience and opinion' was the most Important to all 5 subgroups. Generally the higher the fashion leadership was, the more actively utilized fashion information sources. The fashion magazine and commercials as information sources was not as important to the subjects as it was to college women. Apparel shopping behavior was also significantly different among subgroups. As a whole, the general characteristics, such as. the use of fashion information and the apparel shopping behavior, of opinion leaders and innovators were similar, but those of followers and laggards were very dissimilar.

• Journal of the Korean Society of Clothing and Textiles
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• v.24 no.4
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• pp.549-559
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• 2000

In a few studies about product involvement there was confusion in the construct of involvement especially in association with importance. Due to the confusion of the construct unanticipated and inconsistent results were reported in some cases. So this study was mainly to identify the relationship between clothing importance and clothing involvement and also investigated the casual relationships among consumers n, value, clothing importance, clothing involvement fashion opinion leadership, and shopping behavior. The data were collected from 429 female adults using questionnaire, and were analysed with actor and path analysis. Results can be summarized as follows. First, clothing importance was the separate concept from clothing involvement, though they were closely related. Second. it was revealed that the main casual path was valuerlongrightarrowclothing importancelongrightarrowclothing involvementlongrightarrowfashion opinion leadership, shopping preference, shopping frequency, and shopping time. On the whole, the affective dimension of clothing involvement mainly affected them, and consumer's age negatively affected fashion opinion leadership and shopping behavior.

• International Journal of Costume and Fashion
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• v.14 no.1
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• pp.1-15
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• 2014

Fashion leadership is divided into visual influence, linguistic influence, and dual leadership. We refer to people exercising such influential power as fashion innovators, fashion opinion leaders, and fashion double leaders, respectively. Scholars and marketers have raised continuous questions on this issue: who are these fashion leaders and what characteristics do they have? In this study, social network analysis is applied to grasp the existence of three types of fashion leaders in college clubs, examine their positions in fashion process networks and investigate their individual and social characteristics. For this study, three college clubs were recruited through convenience sampling and surveyed online. Peer nomination questions for structuring fashion process networks and self-evaluation questions for measuring personal characteristics are included. Two fashion networks, an opinion leadership network and an innovativeness network, embrace four to six leaders and illustrate similar structure patterns in the three groups, which indicates that dual leaders enjoyed the lion's share in college clubs. The number of fashion innovators tends to be fewer compared to that of fashion opinion leaders, and we infer that peer relationship appears to intervene with fashion opinion leadership. Other personal characteristics supporting results from previous studies are also confirmed in this study.

• Journal of the Korean Home Economics Association
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• v.49 no.10
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• pp.71-79
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• 2011

When adolescents undergo the period of transition, they need to promote self-confidence from social support by parents, teachers or friends. It was believed that boosting subjective perception on their main areas of interest such as academic performance, appearance and fashion will result in happiness. The main purpose of this study was to investigate the influence of social support including family support, teacher support and friend support on self management, appearance satisfaction and fashion opinion leadership. A total of 412 questionnaires from the middle and high school students living in or near Seoul were collected and analyzed. The results indicated that teacher support and family support had a positive effect on self-management and family support had a positive effect on appearance satisfaction. Furthermore, friend support had a positive effect on fashion opinion leadership. In conclusion, implications for promoting self-confidence related to self-management, appearance satisfaction and fashion opinion leadership with the help of social support are suggested.

• Journal of the Korean Society of Clothing and Textiles
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• v.10 no.1
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• pp.59-67
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• 1986

The purpose of this study was to identify the characteristics of fashion leaders in relation to attitude toward change and socioeconomic level among Dae Gu woman as well as among rural women living on the suburbs of Dae Gu: and to compare the characteristics of these urban women in a mass society with the rural women living in a traditional society. Measures selected for this study consisted of the Schrank Fashion Opinion Leadership Inventory(1973), the Schrank ana Sugawara Attitudes Toward Change Inventory(1977), and socioeconomic level. The fashion Innovation Inventory was developed by author which consisted of a list of clothing and accessory items selected after surveys to local stores, campus, and main streets, and study of fashion magazines for the current seasons. The data from 280 respondents were analyzed by Pearson corrleation coefficients, analysis of variance, and t-test. The results were as followers : 1) A significant relationship was found between fashion leadership and socioeconomic level for both urban and rural women. High attitude toward change was significantly related to high fashion innovativeness and high fashion opinion leadership among the urban groups. re significant relationship was found between fashion opinion leadership and attitude toward change among the rural sample. 2) A significant difference was found in attitude toward change scores of four urban sub-sample groups : fashion innovators, fashion opinion leaders, fashion innovative communicators(who exhibit high scores on both fashion innovativeness and fashion opinion leader-ship), and non-fashion innovative communicators. No significant difference was found in attitude toward change scores of four rural sub-sample groups. No significant differences were found in socioeconomic level of four sub-sample groups for both urban and rural women.