남자대학생의 의복착용상황별 추구이미지와 패션상품통일체

The Desired Self-Image and the Fashion Product Unity of Male College Students according to Situation

&nbsp;&nbsp;The purpose of this study is (1) to identify desired self-images of male college students, (2) to classify male college students by their desired self-images according to different situations, and (3) to construct fashion product unities bought by male college students in 4 different situations. A measuring instrument was developed, which required subjects to respond to 32 desired image words in 4 different situations respectively: school, meeting girlfriends, ceremonies, and exercises. Empirical data were collected by self-administered questionnaires distributed to 349 respondents at 6 colleges in Daegu and Gyeongbuk during June 2005, and 346 were analyzed, eliminating incomplete ones.<BR>&nbsp;&nbsp;As a result of factor analysis on desired self-image words, 5 factors were determined: refined image, sporty image, classic image, simple image and clean image. In the setting of school, the most desired self-image of male students was clean, followed by sporty, simple and refined. In the setting of meeting girlfriends, they desired clean, refined, simple and classic images in the order. In the setting of ceremonies, clean image was the most desired, followed by refined, simple and classic images. In the setting of exercises, sporty, simple and clean images were desired in the order, and others were not desired. According to the desired self-image factors, male college students were classified into 3 groups: passive image management group, active image management group, and selective image management group.<BR>&nbsp;&nbsp;Male college students selected round shirt, jean, cotton shirt, cargo pants, knitted shirt, V-neck shirt etc. as the first item which they want to purchase for the school setting. For the setting of meeting girlfriends, they selected aloha shirt, knitted shirt, jean, V-neck shirt, semi-formal pants etc. And they selected formal dress, Y-shirt, semi-formal pants, shoes etc. for the setting of ceremonies, and training wear, cotton shirt, sports shoes etc. for the setting of exercises. Based on the above findings, fashion product unities for 4 situations were constructed respectively.