The purpose of this study was to explore the characteristics of Fashion leadership in relation to social partipation, mass communication, and socioeconomic level among married women living in Seoul. Fashion opinion leadership was measured by Schrank Fashion Opinion Leadership Inventory. Fashion Preference Scale was designed to determinefashion innovativeness. Social parti-cipationana mass communication were assessed by selected items from the inventory of Summer and Kim. Hollingshead's two-factor index and weighting system was selected to assess socioeconomic level. The questionnaires were adminstered to a random sample of married women in Seoul. The date for 214 respondents were analyzed by Pearson correlation, analysis of variance, and t-teat. The results were as followers : 1) Fashion opinion leadership was significantly related to fashion preference. 2) Fashion leadership was significantly related to social participation, mass communication, socioeconomic level. 3) There was a significant difference between fashion leadership and age. 4) Women's occupation had little influence on fashion opinion leadership as well as fashion preference.
DOI 인용 스타일