남자 중 고등학생의 유행선도력과 정보원 활용 및 의류구매행동과의 관계연구 (제1보) = The Interrelationship among Fashion Leadership , use of Fashion Information and Apparel Shopping Behavior of Middle-and High-School Male Students (Part 1)

다국어 초록 (Multilingual Abstract)

The fashion leadership, use of fashion information, and apparel shopping behavior of middle- and high-school male students were examined. The interrelationship of the above three variables was also analysed. Subjects were 600 male students in Kang-Bouk and Kang-Nam. Major findings indicated that fashion consciousness and confidence were the significant factors in fashion innovativeness and opinion leadership. And the outfit of celebrities(popular singers and film stars) was the most influential factors in the fashion leadership. Among commercial informations, the display and interior was more effective than advertisings. The higher the innovativeness, the more subjects wanted to accompany friends rather than parents and also the more time was spent in their shopping.