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성역할, 의복동조성이 유행추구성향과 혁신추구성향에 미치는 영향
김연희;서민정;윤송이;이규혜 한양대학교 2006 韓國 生活 科學 硏究 Vol.26 No.1
Conformity and nonconformity in dress are the two driving forces that make diffusion of new styles. More fundamental personal attributes that affect individuality in dress are masculine or feminine sex roles. Researchers reported that little differences were found between men and women in terms of conformity values. Fashion and clothing products are related to hedonic shopping and major hedonic shopping orientations in clothing shopping behavior of college students were often reported. This study was aimed to empirically test the effect of personality traits of masculinity-femininity on nonconformity and conformity in dress; the effects of nonconformity and conformity on major hedonic shopping orientations. A survey questionnaire was developed for the empirical research. Data from 181 students were used for statistical analysis using structural equation modeling. A conceptual model with masculinity and femininity as two exogenous variables, two shopping orientations as endogenous variables and nonconformity-conformity as two mediating variables were analyzed. Results confirm the significant structural paths from masculinity to nonconformity, from femininity to conformity and from nonconformity to novelty-seeking and conformity to fashion seeking) were statistically significant. The results of this study suggested that The personality traits and shopping orientation were antecedents and consequences of nonconformity-conformity in dress and clearer relationships do exist in the flow.
이규혜;김연희 한양대학교 2004 韓國 生活 科學 硏究 Vol.- No.23
Shopping orientation is one of the most important variables that affects consumers’ store selection in the competitive fashion market. Apparel shopping orientation requires a careful way of examination due to apparel products’ practical, emotional and symbolic attribute and the wide range and frequent price change caused by fashion trends and seasonality. Therefore, fashion involvement may play an important role in shaping an individual consumer’s shopping orientation. The purpose of this study was to identify the impact of demographic variables on fashion involvement, to examine dimensions of apparel shopping orientation, to identify the influence of fashion involvement on shopping orientation and to overview the relationship between shopping orientation and store patronage behavior. A questionnaire was developed and data were collected from 534 adult women shopping in four major shopping districts in a metropolitan area. For homogeneity of data, age of respondents were limited to 20-30. Cronbach’s alpha, factor analysis, t-test and ANOVA were conducted to analyze the data. Results indicated that consumers’ fashion involvement were significantly influenced by consumers’ age, education level and marital status. Consumers who are younger, more educated and unmarried are likely to have high level of fashion involvement. Consumer’s income level and employment had not significantly influence fashion involvement. Factor analysis identified six distinctive types of shopping orientation: pragmatic orientation, brand orientation, utility-value orientation, hedonic shopping orientation, sale proneness, and market information orientation. Diverse shopping orientation types led different store patronage behavior. consumers who chose to go department stores and specialty stores are likely to be brand and utility-value oriented. Consumers who chose to go to low priced stores or markets are not likely to be brand oriented, utility-value oriented, and hedonic shopping oriented. Pragmatic orientation and market information orientation did not have significant relationship with store patronage.
김연희;이규혜 한양대학교 2010 韓國 生活 科學 硏究 Vol.30 No.1
The purpose of this study seeks to figure out gender role identity and clothing interest concentrated on freshmen major in Human Ecology. The survey questionnaire was designed for the empirical study. The data of evenly ranged 131 freshmen major in Human Ecology were statistically analyzed. SPSS 17.0 was used for the statistical analysis. Frequency, χ2-test, ANOVA, and factor analysis were conducted. The results from data analysis were following: first, gender role identity type(androgyny, masculinity, femininity, undifferentiated type) was evenly spread among freshmen major in Human Ecology. Second, a difference between gender role identity type and was not shown significantly. Also, gender role identity did not explain stereotype because of pluralism and feminism in post-modernism. Third, based on the factor analysis, typology of gender role identity had been found: feminine factor, high-dignity factor, introvert factor, sensitive factor, and masculine factor. A difference between gender role identity factor and gender role identity type was shown significantly. Androgyny showed high level of five factors mentioned above. While masculinity presented high level of high-dignity and masculine, femininity displayed an introvert and sensitive characteristic. Fourth, clothing interest by gender role identity type was not significant difference. The majority of freshmen major in Human Ecology tend to be interested highly in clothing, trend and shopping.
대학생들의 자기이미지가 의복 혁신성과 동조성에 미치는 영향
서민정;김연희;윤송이;서문숙;이규혜 한양대학교 2008 韓國 生活 科學 硏究 Vol.28 No.1
The purpose of this study was to examine self images as antecedents of clothing innovativeness and conformity. A survey questionnaire was made for the empirical research. 206 university students living in Seoul metropolitan area participated in the study. The data were analyzed using factor analysis, Chi-square, t-test, ANOVA, and stepwise regression. The self image measures were classified six factors (free, affirmative, self-centered, traditional, sensual, and feminine image). According to regression analysis, fashion innovativeness was affected by free, traditional, sensual image, and conformity was only influenced by traditional image. Respondents were classified into four groups by innovativeness and conformity scores; Low innovativeness/Low conformity group(LI/LC), Low innovativeness/High conformity group(LI/HC), High innovativeness/Low conformity group(HI/LC), and High innovativeness/High conformity group(HI/HC). For LI/LC consumers, innovativeness was affacted by the sensual self image. For LI/HC consumers, and innovativenss was affected by the feminine self image. The conformity of HI/LC were influenced by traditional self image.