개인주의/집단주의 성향과 의복소비행동과의 관계 연구

A Study on the Relationship between Individualism/Collectivism and Clothing Behavior

The purpose of this study is to investigate the relationship among individualism/collectivism, the demographic characteristics, materialism and the influence of reference group, and the relationship between individualism/collectivism and the clothing behavior including symbolic consumption and conspicuous consumption. A questionnaire was developed and 18-35 year female living in Seoul responded to a questionnaire. The 499 subjects were analyzed. The results can be summarized as follows: The clothing behaviors are influenced by both indivisualism and collectivism. The symbolic and conspicuous consumption are influenced by the materialism tendency according to the individualism and the pressure to conform according to the collectivism.