패션意見先導者와 追從者의 패션정보탐색행동에 대한 硏究

A Study on Fashion Information Seeking Behavior by Fashion Opinion Leaders and Followers

  The purpose of this study was to identify fashion information seeking behavior and demographic characteristics by fashion opinion leaders and followers. Fashion opinion leadership was measured by Roger"s self-designating scale. For the measurement of the information seeking behavior, Polagato"s guestionnaire was modified. The demographic characteristics were also examined. Data were obtained from 408 male and female college students. The statistical techniques of t-test, χ²-test, cronbach"s α were used for the data analysis.   The major findings derived from analysis were as follows :   1. Fashion opinion leaders generally used a greater number of fashion information sources and used them more frequently than followers. However, the two groups did not differ in the type of sources used.   2. There was significant difference between the fashion opinion leaders and followers in terms of semester level, college and degree program enrolled in.