자기이미지와 패션리더성향: 의복관여와 소비자 자신감을 중심으로

Title
자기이미지와 패션리더성향: 의복관여와 소비자 자신감을 중심으로
Other Titles
Self-image and Fashion Leadership: Focusing on Clothing Involvement and Consumer Confidence
Authors
이규혜
Keywords
self-image congruence; 자기이미지일치; body image; 바디이미지; clothing involvement; 의복관여; consumer confidence; 소비자자신감; fashion leadership; 유행성향
Issue Date
2015-06
Publisher
한국의류산업학회
Citation
한국의류산업학회지, v. 17, NO 3, Page. 382-391
Abstract
People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence
URI
http://kiss.kstudy.com/journal/thesis_name.asp?tname=kiss2002&key=3338487http://hdl.handle.net/20.500.11754/25080
ISSN
1229-2060; 2287-5743
DOI
http://dx.doi.org/10.5805/SFTI.2015.17.3.382
Appears in Collections:
COLLEGE OF HUMAN ECOLOGY[S](생활과학대학) > CLOTHING & TEXTILES(의류학과) > Articles
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