The purposes of the study were to identify the general predictors of fashion leadership and to compare the fashion leadership predictors among different social groups. Thirty-one variables (thirteen fashion-related variables, five social variables, nine psychological variables, four demographic variables) were included in the regression analysis. Data were obtained from 446 women living in Seoul area by self-administered questionnaire. The results of the study were as follows: 1. Seven variables explained about 64 percent of the total variance of fashion leadership. The most important predictors of fashion leadership were fashion interest, use of marketer-dominated fashion information source, and 'stable-creative' self-image. 2. The predictors that consistently predict fashion leadership across different social groups (students, career women, housewives) were fashion interest and use of marketer-dominated information source. The predictors of innovativeness and opinion leadership were very different among groups.
원문 PDF 다운로드
원문 URL 링크
원문 PDF 파일 및 링크정보가 존재하지 않을 경우 KISTI DDS 시스템에서 제공하는 원문복사서비스를 사용할 수 있습니다. (원문복사서비스 안내 바로 가기)
DOI 인용 스타일