Journal of the Korean Home Economics Association 1997;35(6):143-155.
논문편 : 소비자의 자아조정 수준에 따른 상황별 의복행동 연구
이은숙
울산대학교 의류학 전공
A Study on Situational Clothing Behavior by level of Self-Monitoring of Consumer
이은숙
ABSTRACT
The purpose of this study is to compare the differences of clothing behavior by the level of self-monitoring under given social situations. The result of this study is drown from the analysis of the survey, gathered from the 522 female students of universities reside in Seoul, by using the method of convenience sampling. The statistical methods used to test the data were MANOVA and chi-square test. The results of this study can be summarized s follows; first, as a result of analyzing the differences of situational self-image pursuits among situations depending individual's self-monitoring levels, it was found that the pursuits changes among situations regardless of the self-monitoring levels. Thus, this hypothesis could not be verified. Second, as a result of analyzing the changes of priority of clothing selection factors among situations depending on individual's self-monitoring levels, it was found that the priority factors changed among situations regardless of the self-monitoring levels.
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