한국과 중국 대학생의 물질주의성향과 의복태도에 관한 비교연구

A Comparative Study on the Materialism and Clothing Attitudes of Korean and Chinese University Students

The purpose of this study was to compare the Korean and Chinese university students' materialism and clothing attitudes. Self-administered questionnaires developed by researcher were used and the research periods were from Feb. 20 to Mar. 19, 2003. 429 Korean and 405 Chinese students's data was used for analysis. Cluster analysis, one-way ANOVA, t-test, and discriminant analysis were done. Korean students pursuited happiness more than utility and accomplishment, but Chinese students pursuited accomplishment more than happiness and practicality. The students were divided into the happiness pursuit, the utility pursuit, and the accomplishment pursuit. The group size of the utility pursuit and the happiness pursuit among Korean students and the utility pursuit and the accomplishment pursuit among Chinese students were larger. Korean students preferred fashionability, psychological dependence, sexual attraction of clothing more, but Chinese preferred conformity more. Utility and accomplishment of materialism, and fashionability and conformity of clothing were strong variables which discriminated Korean students from Chinese students, and total discriminating power was 77.1%.