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Journal of the Korean Home Economics Association 2004;42(10):39-52.
주니어 마켓 소비자의 의복행동에 대한 성격 유형적 접근
A Study of Junior - Market Consumer Personality Types and their Effect on Clothing Behaviors
Ku-Ja Kim, Moon, Young-Suk
Dept. of Fashion Design & Textiles, Inha Univ., Major of home Economics, Graduate School of Education, Inha Univ.
ABSTRACT
This study classified consumer personality types of the junior market and examined their clothing behaviors. The subjects were composed of 283 male and 276 female high-school-age consumers. Data were collected through questionnaires. Personality types were classified by the Myers-Briggs Type Indicator (MBTI). Data were analysed with the frequency, χ², factor analysis, Cronbach's , ANOVA and Duncan tests using Windows SPSS 12. There was a significant difference (P<0.001) between fashion involvement and the 8 classified personality types. In fashion involvement, the extroverted feeling type was significantly higher than the other types. In brand image orientation, the extroverted thinking type was significantly higher than the other types (P<0.05). In fashion ad-orientation, the extroverted feeing type was also significantly higher than the other types. In active or passive complaining behaviors, there was no difference. In the selection criterion for clothes of color and design and style, the extroverted feeling type was also significantly higher than the other groups (P<0.05).
Keywords: 성격유형, personality type, 성격검사지, Myers-Briggs Type Indicator, 외향적 감정형, extroverted feeling type, 외향적 사고형, extroverted thinking type, 외향적 직관형, extroverted intuition type
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