• 복식문화연구
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• 제6권1호
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• pp.94-109
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• 1998

The objective of this study is to measure self-image of adolescence, analyze empirically clothing-purchasing-behavior of adolescence and clarify correlation of two variables, self-image and clothing-purchasing-behavior. For this purpose, the techniques involve theoretical studies and researches based on historical obtained from previous related studies and surveys, 431 high school female students who reside in Seoul are asked to answer selected survey questions to examine three aspects, clothing-purchasing-behavior, self-image and demographics. The evaluation of surveyed information is analyzed by statistical techniques to improve the accuracy of data. Statistical methods used are as follows; Descriptive(frequency, mean, percentage), Factor Analysis(varimax rotation), Crosstabs(Chi-square), T-test, One-Way ANOVA< Correlation Analysis, Reliability Analysis and Duncan's Multiple Range Test. The mjor results of this study were as follows: Firstly, there is a discrepancy between real self-image and ideal self-image. Furthermore more significant differences is seen from physical aspects than psychological aspects. Consequently, research proves that the difference derived from their ideal situation and real situation leads to psychological unstableness. In addition, making their real self-image is dependent upon several elements such things as family economic level, pocket money, expenditure on clothing. Therefore, it is critical to combine all factors in order to decide how much to spend for children's clothing and pocket money in parents point of view. Secondly, research shows that shows hat there is correlated relationship between average expenditure on clothing and presence of mother's job. Average expenditure on clothing is, generally, influenced by vogue which is tend to be changed seasonally. It, also, shows that there is positive linear regression between expenditure on clothe and sensitivity for vogue. That is to say, dependent variable, expenditure on clothing, is varied as independent variable, sensitivity for vogue, changes. Female high school students are likely to give much value on brand. Moreover people who are spending more money on clothes have higher tendencies in prompt purchases than who are not. Thirdly, the analysis of clothing-purchasing-behavior and self-image shows that the difference between real self-image and ideal self-image draws the main reason of dissatisfaction after purchase of clothes. As a consequence, their unfilled needs lead them to keep making another purchase to satisfy themselves. Therefore, it is strongly recommended that parents' advices and directions on their children's money spending on clothes are imperative to establish well-behaved purchasing patterns.

• 한국의류학회지
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• 제48권2호
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• pp.328-349
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• 2024

In the last decade, Korean culture has progressively facilitated the assimilation of appearance-related norms established by modern Korean society among young generations in Vietnam. Of note, Vietnamese consumers residing in Korea, under the influence of diverse sociocultural factors, are aligning themselves with an ideal standard of Korean beauty through cultural adaptation. This study explores how Vietnamese students internalize Korean beauty standards and the resultant negative behavioral reactions. We investigated the effects of sociocultural pressures (media, in-group, and out-group pressure) on risky appearance management and irrational purchase behavior by mediating sociocultural internalization toward appearance. We tested how the mechanism underlying these variables differs based on how long one has resided in Korea. A total of 213 female participants were surveyed online. The research model was tested using structural equation modeling through AMOS 22.0. The findings show that media and out-group pressure significantly increased sociocultural internalization, which led to consumer behavior in the form of risky appearance management and irrational purchases. The influence of internalization on consumption behavior was stronger for short-term residents of Korea. This study contributes to the literature on acculturation by investigating how foreign consumers accept the host country's ideal beauty standards.

• The International Journal of Costume Culture
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• 제13권1호
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• pp.37-41
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• 2010

It is a universal phenomenon for people to establish ideal images of man according to a specific time, society and race. Thus, people have invested endless endeavor to reach the standard of ideal image. Especially, they made efforts to embody the ideal image of man as a perfect human image using appearance feature like a human body and clothing. Shi jing(詩經) is considered as a very valuable source book which reveals the life style, customs, thinking, ideas, and emotion of people of that period. The purpose of this study is to analyze the ideal image of man and woman which ancient Chinese pursued, focusing Shi jing(詩經). The results are as following. The ideal image of man is nice, handsome, dignified, generous and gentle. Besides, he should have adequate sense of humor, tall height. clear eye, broad forehead, moderate and upright behavior, outstanding horsemanship and marksmanship and braveness. Meanwhile, the ideal image of woman was described as gentle, decent, and graceful. Also, she should have tall height, light complexion, pretty hand, long neck, broad forehead, clear eyes, and charming black hair. The ideal beauty of woman included nobility and elegant personality in addition to the good physical appearance.

• 한국의류산업학회지
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• 제8권1호
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• pp.113-122
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• 2006

The purpose of the study was to identify the motives of women's appearance-management behavior, and examine how women perceived the appearance -management behavior and pursuit of ideal body image. The depth interview method was managed to five female subjects who had experiences in plastic surgery and obesity treatment. The instance analysis used in this study. The results were as follows : There were four types of women's appearance-management behavior. First, women perceived themselves by using other people's evaluation, and it was the first motive of appearance-management behavior. It shows that appearance is not based on the real self-image but is the evaluated self-image by others. Second, women were willing to suffer the pain in the plastic surgery and obesity treatment by the expectation of appearance improvement. It means the result of reducing the difference between the actual self-figure and the ideal self-image. Third, the sexual discrimination culture had an influence on appearance-management behavior. It seems the sense of male superiority spreaded over the Korean society. Lastly, women improved self-satisfaction and self-esteem through their physical appearance as an alternative method for better life.

• 한국의류학회지
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• 제20권6호
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• pp.1002-1015
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• 1996

Self-image is an organized structure of perceptions of one's self and it has a direct influence on values, ideas, goals and objective. And It is generally agreed that consumers engage in buying behavior that is consistent and congruent with their self-image. With this assumptions numerous researches have prove that consumers tends to favor the brand or store image that is congruent to self-image. According to these results we can assume that self-image also can have influence on consumer's information processing, especially in advertising process. Because one of the main factor in forming the brand or store image is advertising. Thus, this study is to propose it's effect of self-image in clothing advertising process. In specifically to find out congruency between self-image and clothing ad image's influence on ad recalling, ad attitude and buying intention. And also it's difference between ideal self and actual self. This study suggested that when there is a congruency between self-image and clothing ad image, consumers have more positive attitude toward the clothing ad and have more intention to buy the products ann also can recall more frequently. Considering the characteristics of clothing goods as a symbolical goods, ideal self-image is more effective than actual self-image.

• 한국의류학회지
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• 제31권4호
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• pp.551-562
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• 2007

The purpose of this study was to examine the influence of sex role identities on male consumers' appearance management behavior. Recently, heavy marketing efforts have been made by the cosmetics and apparel industries to cater to male consumers who seem to be increasingly interested in their appearances. This study intended to identify the relationship between male consumers' appearance management tendencies and their sex role identities and benefits sought in clothing. A survey data was collected from 321 men aged between 20 and 40 and was analyzed using SPSS. The results showed that not only the male consumers' perceived masculinity and femininity but also the discrepancies between their ideal and perceived masculinity/femininity were related to the benefit they sought in clothing. Also, individuals who identify themselves as masculine (rather than feminine) were more likely to be engaged in appearance management practices. However, a greater portion of their appearance management behavior was explainable by their pursuit of fashionability, conformity, and individuality in clothing. This seems to indicate these male consumers consider appearance management primarily as a fashion trend.

• 한국의류학회지
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• 제39권3호
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• pp.468-475
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• 2015

This study has examined the 20's and the 30's Korean who have a desire, 'to be getting younger' and how to relate what appearance management-behavior they follow. The methodology of this study used both theoretical and quantitative research for an empirical study. First, a theoretical study researched a big stream of the 20's and the 30's Koreans' to be getting younger' on articles based on the social and cultural background of the past 30 years that defined various concepts of age through previous research. Data was also collected via SMS for five months (August to December 2014) and 96 Korean participants in their 20's and the 30's who have lived in and around Seoul. The results of the survey analysis showed that the desire of 'to be getting younger' irrelevant to the age among Korean young people. In addition, this tendency to be the ideal age as being younger is realized by appearance management sort of skin care or clothing styling among 20's and the 30's Korean. This study suggested a phenomenon, 'to be getting younger' in Korean society would lead to an alternative sort of age that targets individual taste rather than the chronological age in the apparel market.

• 한국의류학회지
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• 제29권3_4호
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• pp.391-402
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• 2005

Tile purposes of this study were to find out any significant relations among body image, needs for body modification, self concept, and some selected clothing behaviors of two age group females using social comparison theory as the research background. The sampling method was a convenient sampling, and the subjects were 56 females aged from 20 to 24 years and 54 females aged from 40 to 49 years. The quasi-experiment and survey were conducted from May 1 to June 30, 2002. The results of tile study were as follows. First, the perceptual body image is more important than measured body size and ideal body size in body image. Apart from measurement instrument, people who perceived slim had higher self concept, exhibition and conformity of clothing. Second, there were significant differences between the two age groups(twenties and forties) in needs for plastic modification, self concepts and clothing behaviors. The younger age group exhibited higher need for modification than the older age group and the younger group also showed higher self concept, higher interests in clothing and fashion, more exhibition tendency and conformity to clothing.

• 복식
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• 제52권3호
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• pp.75-85
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• 2002

The purpose of this study was to find out the interrelationship of awareness of body type and clothing behavior. The questionnaires were collected from 457 middle and high school girls is Seoul. The samples were divided into two groups according to their awareness of body type. In total 'high-aware group'(that is, more aware their body type than normal) was 54.9%, but in high school-girls 'high-aware group' was 60.1%. The ideal height and weight did not differ regardless of their body type. Even though their real weight is normal and under the average, the awareness of body type was very severe. The distortion of body type was observed. The more she were aware their body type, the more felt risks of clothing purchase. Also 'high-aware group' considered symbolic function of clothing more seriously. The satisfaction of clothing were partly influenced by the awareness of body type. The factor analyses of clothing satisfaction of two groups ended with different factors.

• 한국의류학회지
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• 제20권1호
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• pp.207-217
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• 1996

Self is well·expressed by clothing, so self-image can be an effective variable for conducting clothing·behavior studies. But there ate some problems in clothing and self-image researches. This paper will be a clue to discuss these problems. The contents of this study are as follows. (1) The notion of self-image is compared with self-concept, and according to this work, self concept comprehends the evaluative properties in addition to self-image illustration. In tai.; part, the problem in translating the terminologies, 'self-concept' and 'self-image', are also discussed. (2) The aspects of self-image are explored, thus physical and social-psychological aspects are determined. (3) Two sub-dimensions of self-image ate recommended relating to clothing researches: actual versus ideal and intrinsic versus phenomenal. (4) Some comments for future studies ate added. It is needed to investigate the relationships of other social- psychological variables and self-image in clothing department.