스타 마케팅이 청소년의 패션 동조성에 미치는 영향에 대한 연구 : 강북에 거주하고 있는 1318세대 중심으로 (The) effect of star-marketing on teenagers' fashion similarity : those aging from 13 to 18 living in Kang-buk area원문보기
뉴 미디어 다 매체시대에 24시간 노출된 오늘날의 10대들은 TV를 통해 다양한 문화를 접하며, 그 속에서 새로운 가�喚�라이프 스타일을 형성하고 있다. 또한 그들은 친구와 함께 입을 옷이나 음반, 스타 캐릭터 상품을 구매하거나 TV스타들의 패션 상품을 구입하는 소비활동을 하며, 스타의 말버릇이나 그들의 시각적인 모습인 패션 상품을 모방하는 현상을 나타낸다. 그러나 이러한 모방이 지속되는 기간이 매우 짧아 곧바로 새로운 스타일을 받아들이면서 활발한 소비활동을 하고 있다. 본 연구의 대상은 스타일의 영감원을 주로 연예인들의 스타일을 그대로 모방하거나 또는 과장하여 입고자하는 성향이 강하며 국내 유행에 민감하게 반응하는 특징을 갖고 있는 강북에 거주하고 있는 1318세대들로 하였다. 또한 그들의 패션 행동에 있어 중요한 영향을 미치는 TV스타를 모방하는 요인을 파악하므로서 그들의 패션 행동을 이해하는 데에 목적을 두었다. 이와 같은 연구 목적을 수행하기 위해 문헌과 선행연구를 통해 패션 ...
뉴 미디어 다 매체시대에 24시간 노출된 오늘날의 10대들은 TV를 통해 다양한 문화를 접하며, 그 속에서 새로운 가�喚�라이프 스타일을 형성하고 있다. 또한 그들은 친구와 함께 입을 옷이나 음반, 스타 캐릭터 상품을 구매하거나 TV스타들의 패션 상품을 구입하는 소비활동을 하며, 스타의 말버릇이나 그들의 시각적인 모습인 패션 상품을 모방하는 현상을 나타낸다. 그러나 이러한 모방이 지속되는 기간이 매우 짧아 곧바로 새로운 스타일을 받아들이면서 활발한 소비활동을 하고 있다. 본 연구의 대상은 스타일의 영감원을 주로 연예인들의 스타일을 그대로 모방하거나 또는 과장하여 입고자하는 성향이 강하며 국내 유행에 민감하게 반응하는 특징을 갖고 있는 강북에 거주하고 있는 1318세대들로 하였다. 또한 그들의 패션 행동에 있어 중요한 영향을 미치는 TV스타를 모방하는 요인을 파악하므로서 그들의 패션 행동을 이해하는 데에 목적을 두었다. 이와 같은 연구 목적을 수행하기 위해 문헌과 선행연구를 통해 패션 동조성과 욕구이론, 1318세대의 특징 및 성향과 스타마케팅에 대한 이론적 측면을 고찰하였으며 조사연구방법으로 설문지법을 실시하여 총 320부를 배포하여 305부를 최종 통계처리 하였다. 통계처리는 SPSS를 사용하여
뉴 미디어 다 매체시대에 24시간 노출된 오늘날의 10대들은 TV를 통해 다양한 문화를 접하며, 그 속에서 새로운 가�喚�라이프 스타일을 형성하고 있다. 또한 그들은 친구와 함께 입을 옷이나 음반, 스타 캐릭터 상품을 구매하거나 TV스타들의 패션 상품을 구입하는 소비활동을 하며, 스타의 말버릇이나 그들의 시각적인 모습인 패션 상품을 모방하는 현상을 나타낸다. 그러나 이러한 모방이 지속되는 기간이 매우 짧아 곧바로 새로운 스타일을 받아들이면서 활발한 소비활동을 하고 있다. 본 연구의 대상은 스타일의 영감원을 주로 연예인들의 스타일을 그대로 모방하거나 또는 과장하여 입고자하는 성향이 강하며 국내 유행에 민감하게 반응하는 특징을 갖고 있는 강북에 거주하고 있는 1318세대들로 하였다. 또한 그들의 패션 행동에 있어 중요한 영향을 미치는 TV스타를 모방하는 요인을 파악하므로서 그들의 패션 행동을 이해하는 데에 목적을 두었다. 이와 같은 연구 목적을 수행하기 위해 문헌과 선행연구를 통해 패션 동조성과 욕구이론, 1318세대의 특징 및 성향과 스타마케팅에 대한 이론적 측면을 고찰하였으며 조사연구방법으로 설문지법을 실시하여 총 320부를 배포하여 305부를 최종 통계처리 하였다. 통계처리는 SPSS를 사용하여
Today's teenagers tend to form their way of thinking and their own life style while they are influenced by multi-media including TV, movies, etc. They are considered as a group of main consumers opted to imitate how their favorite idols talk and look. However, the period of imitating their idols doe...
Today's teenagers tend to form their way of thinking and their own life style while they are influenced by multi-media including TV, movies, etc. They are considered as a group of main consumers opted to imitate how their favorite idols talk and look. However, the period of imitating their idols does not sustain for a long time. They tend to spend money again to follow the idols' very recent fashion style. The scope of this study is to analysis the tendency of teenagers living in Kang-buk and age of 13 to18 in terms of both psychological and social aspect. The reason we have chosen the teenagers is because they have a strong tendency to imitate their idols' fashion style and are also very sensitive to follow a fashion trend in general. To carry out the theoretical aspect of this work, we have done literature search and looked into previous works. In addition to the theoretical study, we have done a survey where we have collected and statistically analyzed 305 questionnaires out of 320 copies we have originally distributed. The SPSS is used to analyze the returned questionnaire statistically. We, first, calculate the mean and standard deviation of the questions about desire-factor (how kind of cloth and how much they want to have), clothing-factor (how they wear cloth), TV-factor (how they are influenced by TV), star-marketing-factor (how they are aware of the star marketing), item-purchased (what kind of items they purchased), and process-of-purchasing (how they purchase clothes). According to the TV-factor, the study subjects are categorized into three groups' TV-star-loving group, those are imitating their idol aggressively, TV-loving group, those are aware of the fashion trend of their idol but not imitating aggressively, and unconcerned group, those are not aware of. We, then, study what are effects of the imitation of the teenagers living in Kang-buk and age of 13 to 18. The summary of the study is followed. First, a girls' group shows higher average than a boys' group in the clothing-factor and TV-factor. However, it doesn't show significant differences when it comes to the desire-factor, the star-marketing-factor, and the item-purchased. Second, the study subjects is more interest in colors and styles, so we can infer that they are not purchasing fashion items just because certain stars wear them on TV. Third, girls' and boys' group showed little differences in term of how their idols influence in buying the following items: suits, casual wear, sports wears, accessories, underwear, night clothes. However, both groups showed high interest in casual wear indicated by its high average. Finally, there was no relationship found among 3 groups categorized by TV-factor. In terms of fashion-related factors, the more they watch TV, the higher tendency to be influenced by TV stars' fashion as the TV-loving group showed high average of fashion related-factors. Suits were highly influenced by TV stars fashion in TV-loving group, whereas TV-star-loving group showed high influence from TV in sports wear, accessory, underwear.
Today's teenagers tend to form their way of thinking and their own life style while they are influenced by multi-media including TV, movies, etc. They are considered as a group of main consumers opted to imitate how their favorite idols talk and look. However, the period of imitating their idols does not sustain for a long time. They tend to spend money again to follow the idols' very recent fashion style. The scope of this study is to analysis the tendency of teenagers living in Kang-buk and age of 13 to18 in terms of both psychological and social aspect. The reason we have chosen the teenagers is because they have a strong tendency to imitate their idols' fashion style and are also very sensitive to follow a fashion trend in general. To carry out the theoretical aspect of this work, we have done literature search and looked into previous works. In addition to the theoretical study, we have done a survey where we have collected and statistically analyzed 305 questionnaires out of 320 copies we have originally distributed. The SPSS is used to analyze the returned questionnaire statistically. We, first, calculate the mean and standard deviation of the questions about desire-factor (how kind of cloth and how much they want to have), clothing-factor (how they wear cloth), TV-factor (how they are influenced by TV), star-marketing-factor (how they are aware of the star marketing), item-purchased (what kind of items they purchased), and process-of-purchasing (how they purchase clothes). According to the TV-factor, the study subjects are categorized into three groups' TV-star-loving group, those are imitating their idol aggressively, TV-loving group, those are aware of the fashion trend of their idol but not imitating aggressively, and unconcerned group, those are not aware of. We, then, study what are effects of the imitation of the teenagers living in Kang-buk and age of 13 to 18. The summary of the study is followed. First, a girls' group shows higher average than a boys' group in the clothing-factor and TV-factor. However, it doesn't show significant differences when it comes to the desire-factor, the star-marketing-factor, and the item-purchased. Second, the study subjects is more interest in colors and styles, so we can infer that they are not purchasing fashion items just because certain stars wear them on TV. Third, girls' and boys' group showed little differences in term of how their idols influence in buying the following items: suits, casual wear, sports wears, accessories, underwear, night clothes. However, both groups showed high interest in casual wear indicated by its high average. Finally, there was no relationship found among 3 groups categorized by TV-factor. In terms of fashion-related factors, the more they watch TV, the higher tendency to be influenced by TV stars' fashion as the TV-loving group showed high average of fashion related-factors. Suits were highly influenced by TV stars fashion in TV-loving group, whereas TV-star-loving group showed high influence from TV in sports wear, accessory, underwear.
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