[논문]Impact of Female Consumer Self-Image on Pursued Fashion Style

Yoon, DoohAh; Yu, JongPil

doi:10.12940/jfb.2017.21.3.29

Impact of Female Consumer Self-Image on Pursued Fashion Style 원문보기

패션비즈니스 = Fashion business, v.21 no.3, 2017년, pp.29 - 42

Yoon, DoohAh (Dept. of Clothing & Textiles, Sookmyung Women's University) , Yu, JongPil (School of Business, Sejong University)

Abstract ▼ AI-Helper

This study investigates the impact of female consumer self-image on pursued fashion style. A survey was carried out among 717 women between the ages of 20 and 60 living in Seoul, Incheon, and Gyeonggi. Analysis was conducted in the following manner: SPSS 18.0 was used to perform an Exploratory Factor Analysis (descriptive analysis, principal factor analysis, Pearson correlation analysis, frequency analysis, and reliability analysis) and AMOS 21.0 was used to carry out a Confirmatory Factor Analysis. Based on a Structure Equation Model, results show that ideal self-image and realistic self-image, which are factors derived from psychology, affect pursued fashion style. By contrast, social self-image - derived from social contexts - does not. Therefore, the female consumers' self-image influences pursued fashion style; this is opposed to the relationship between the realistic self-image and ideal self-image of women, which is more unconscious and self-satisfying. The presented results indicate that we should respond to changes in the fashion industry and develop a deeper understanding of consumer niches to discover the factors that predict purchasing behavior. This knowledge can then be applied to establish market strategies. This study contributes to the literature by producing preliminary data that can help support such strategy formulation in the fashion and clothing industry.

주제어

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문제 정의

The three variables for self-image factors and the three variables for pursued fashion styles selected for this study were chosen due to relative strong mutual correlation. By examining the effect of the self-image of women on pursued fashion style, this study aims to provide a more effective strategy for unpredictable environmental changes in the clothing market. Further, this study can provide practical guidance for establishing a discriminative, yet efficient, marketing strategy by identifying the in-depth needs of various consumers.
The objective of this study is to examine the constructs of self-image, and investigate the impact of self-image on a pursued fashion style. In our model, self-image has three variables: ideal, realistic, and social.
In other words, social self-image is not a subject that expresses one’s image in the unconsciousness, but an object that is viewed and recognized by others. Therefore, this study aims to investigate the impact of ideal, realistic, and social self-images as leading variables on pursued fashion style.
This study conducts an empirical analysis of female consumers. The variables are established based on the sociological theories proposed by Mid (Schenk & Holman, 1980) and James (1980) and the psychoanalytical theories of Freud (Evans, 1996/2004) and Lacan (Evans, 1996/2004; Glowinski, Marks, & Murphy, 2001/2003), who emphasized the unconscious aspect of the human mind.

가설 설정

H1-1: Ideal self-image has a positive impact on the sophisticated pursued fashion style.
H1-2: Ideal self-image has a positive impact on the bold pursued fashion style.
H1-3: Ideal self-image has a positive impact on the decorative pursued fashion style.
H2-1: Realistic self-image has a positive impact on the sophisticated pursued fashion style.
H2-2: Realistic self-image has a positive impact on the bold pursued fashion style.
H2-3: Realistic self-image has a positive impact on the decorative pursued fashion style.
H3-1: Social self-image has a positive impact on the sophisticated pursued fashion style.
H3-2: Social self-image has a positive impact on the bold pursued fashion style.
H3-3:Social self-image has a positive impact on the decorative pursued fashion style.
a: Unstandardized Estimates were Fixed by a Value of one, so the t-value was not Given.

제안 방법

Three preliminary surveys were conducted from March 16, 2012 to April 3, 2012 to collect the basic data required to assess the convenience to respond to the survey, problems of the scale, measurement time, and reliability of the measurement instruments. Based on these three preliminary surveys, these initial surveys were revised to compose the final survey for this study. For the primary survey, 3,902 panelists were contacted and 772 panelists responded.
It examines and verifies the causal relationship between the common latent variables of self-image used as social-psychological variables of clothing-namely ideal self-image, realistic self-image, and social self-image and the fashion styles that consumers pursue, such as sophisticated style, bold style, and decorative style. By examining the correlation between self-image and pursued fashion style, this study analyzes self-image, the leading social-psychological criterion variable of clothing, from the modern psychoanalytical perspective that emphasizes the human unconsciousness.
This study is limited by its lack of investigation of the correlations between self-image and pursued fashion style as well as of the criterion variable of self-image. Consequently, the research model for this study was established mainly based on a psychoanalytical methodology, self-image and self-identity factors, studies of personality type, and studies of pursued fashion style. Future research should aim to study brand purchase behavior extending from the effect of self-image and pursued fashion style in offer further clothing marketing strategies.
Hence, this study assumed that self-image would exert influence on the pursued fashion style. Hypotheses were, therefore, formulated and tested to examine the relationships between ideal, realistic, and social self-images and the sophisticated, bold, and decorative pursued fashion styles. The research model and hypotheses are shown in (Figure 1).
This highlights the value of this study and ultimately suggests the need to investigate the larger effect of unconscious factors relative to conscious factors. In addition, a qualitative analysis, such as story-telling, face-to-face interviews, and in-depth consumer interviews related to clothing fashion, could be conducted concurrently with quantitative analyses such as surveys to establish more precise criterion variables. Finally, to respond actively to modern consumer tastes that are becoming increasingly flexible and complicated, research to identify the unconscious code and focus on the ideal and realistic self-images embedded in the thoughts of fashion tastes and choices is necessary.
These items included sophisticated, urban, bold and sexy, colorful patterns, and gentle floral patterns. In order to test reliability and validity, an EFA, including reliability tests, was performed using SPSS. Next a CFA which including factor loading analysis and reliability tests, was conducted to classify pursued fashion styles into sophisticated, bold, and decorative.
In order to test reliability and validity, an EFA, including reliability tests, was performed using SPSS. Next a CFA which including factor loading analysis and reliability tests, was conducted to classify pursued fashion styles into sophisticated, bold, and decorative. After CFA, 12 items remained for pursued fashion styles five, four, and three items are for sophisticated, bold, and decorative pursued fashion styles, respectively.
In order to test reliability and validity, an Exploratory Factor Analysis (EFA), including reliability tests, was performed using SPSS . Next a Confirmatory Factor Analysis (CFA) which included factor loading analysis and reliability tests, was conducted to classify self-image into ideal self-image, realistic self-image, social self-image. After CFA, 13 items remained for self-image; six, four, and three items are for ideal self-image, realistic self-image, and social self-image, respectively.
0. Next, a Confirmatory Factor Analysis (CFA) was performed using AMOS 21.0 to confirm the reliability and validity of the measurement model. To verify the research model, structural equation modeling was also conducted using AMOS 21.
Referring to previous studies, reliable and valid measurement instrument items for self-image and pursued fashion style were selected and modified for this study (Table 1). To measure self-image, this study used measurement items from a psychological analysis survey of the transactional analysis originally developed by Eric Berne as well as research based on Berne’s work, including Bae and Chung (2006), Cho (2003), Choi (2010), Chung and Rhee (1996), Hwang and Lee (2005), Kim (2014), Kim et al.
The findings of this study suggest that a more scientific approach to the unconscious aspect is necessary, rather than the arbitrary, temporary, and superficial classification of clothing marketing strategies based on tastes and preferences. This highlights the value of this study and ultimately suggests the need to investigate the larger effect of unconscious factors relative to conscious factors.
Specifically, the evaluation of image and preferred clothing style varies depending on the self-image of a consumer. The study analyzed preferred fashion styles and examined the characteristics of each style to identify the types and characteristics of fashion styles of contemporary men. It classified consumers’ fashion styles into three types, namely pursuing a conservative and classy style, pursuing a modern and refined style, and pursuing a bold and diverse style, and found differences in the conservative, indifferent to fashion, and self-conscious fashion-pursuing factors.
For this study, 22 items for pursued fashion style were used. These items included sophisticated, urban, bold and sexy, colorful patterns, and gentle floral patterns. In order to test reliability and validity, an EFA, including reliability tests, was performed using SPSS.
This study investigated the effect of women’s self-image on pursued fashion style by establishing the unconscious in-depth factors of self-image based on modern psychoanalysis and the conscious superficial social factors of self-image based on a sociological methodology.
This study is limited by its lack of investigation of the correlations between self-image and pursued fashion style as well as of the criterion variable of self-image. Consequently, the research model for this study was established mainly based on a psychoanalytical methodology, self-image and self-identity factors, studies of personality type, and studies of pursued fashion style.
The surveys were administered by Embrain, an academic research survey company, using female panelists from Seoul, Incheon, and Gyeonggi. Three preliminary surveys were conducted from March 16, 2012 to April 3, 2012 to collect the basic data required to assess the convenience to respond to the survey, problems of the scale, measurement time, and reliability of the measurement instruments. Based on these three preliminary surveys, these initial surveys were revised to compose the final survey for this study.
To overcome the above problems, this study aims to examine self-image by establishing constructs based on a psychoanalysis method that focuses on the deep unconsciousness of consumers and on a sociological method that deals with conscious and apparent phenomena. Lacan, who is deemed to be a successor of Sigmund Freud, divided the structure of the psyche into three orders; the imaginary, symbolic, and real (Evans, 1996/2004).

대상 데이터

(2014), Lee and Kim (1997), Lee and Kim (2003), Lee and Lim (2003), Lim (1998), Mun and Park (2000), Ryu and Hong (2001), Wee and Sohn (2001), Yoon (2007), Yoon and Lee (2015). Based on these studies, 50 items for self-image were used for this study.
Based on these three preliminary surveys, these initial surveys were revised to compose the final survey for this study. For the primary survey, 3,902 panelists were contacted and 772 panelists responded. Excluding incomplete responses, 717 responses were used for the analysis.
An array of measurement items for variables that form pursued fashion style had been introduced in the studies cited above. For this study, 22 items for pursued fashion style were used. These items included sophisticated, urban, bold and sexy, colorful patterns, and gentle floral patterns.
The data for this study were collected from online surveys of female consumers in their 20s to 60s. The surveys were administered by Embrain, an academic research survey company, using female panelists from Seoul, Incheon, and Gyeonggi.
Excluding incomplete responses, 717 responses were used for the analysis. The primary survey was conducted from 9 May 2012 to 18 May 2012.
The data for this study were collected from online surveys of female consumers in their 20s to 60s. The surveys were administered by Embrain, an academic research survey company, using female panelists from Seoul, Incheon, and Gyeonggi. Three preliminary surveys were conducted from March 16, 2012 to April 3, 2012 to collect the basic data required to assess the convenience to respond to the survey, problems of the scale, measurement time, and reliability of the measurement instruments.

데이터처리

In order to test reliability and validity, an Exploratory Factor Analysis (EFA), including reliability tests, was performed using SPSS . Next a Confirmatory Factor Analysis (CFA) which included factor loading analysis and reliability tests, was conducted to classify self-image into ideal self-image, realistic self-image, social self-image.
The analysis methods for this study are as follows. To test reliability and validity, an Exploratory Factor Analysis (EFA), including descriptive analysis, principal factor analysis, Pearson correlation analysis, frequency analysis, and reliability analysis was conducted to identify the factors, using SPSS 18.0. Next, a Confirmatory Factor Analysis (CFA) was performed using AMOS 21.
0 to confirm the reliability and validity of the measurement model. To verify the research model, structural equation modeling was also conducted using AMOS 21.0. The maximum likelihood method was used for the model estimation.

이론/모형

A structural model was developed to examine the causal relationship between self-image and pursued fashion style. A structural equation modeling technique was then used to examine this research model. Previous research suggests that self-image affects pursued fashion style (Choi, 2010; Kim et al.
Social self-image can fully reflect the conscious and apparent characteristics of consumers who are different from consumers with ideal and realistic self-images. Social self-image was coined by Schenk and Holman (1980) to conceptualize situational self-image, which is how others view oneself. In other words, social self-image is not a subject that expresses one’s image in the unconsciousness, but an object that is viewed and recognized by others.
0. The maximum likelihood method was used for the model estimation.
One way to measure the pursued fashion style is to employ semantic differential scales that use pairs of adjectives for conducting factor analysis. This study used a semantic differential method. An array of measurement items for variables that form pursued fashion style had been introduced in the studies cited above.
To measure self-image, this study used measurement items from a psychological analysis survey of the transactional analysis originally developed by Eric Berne as well as research based on Berne’s work, including Bae and Chung (2006), Cho (2003), Choi (2010), Chung and Rhee (1996), Hwang and Lee (2005), Kim (2014), Kim et al. (2012), Kim et al. (2014), Lee and Kim (1997), Lee and Kim (2003), Lee and Lim (2003), Lim (1998), Mun and Park (2000), Ryu and Hong (2001), Wee and Sohn (2001), Yoon (2007), Yoon and Lee (2015).

성능/효과

The first interpretation of this result is that those factors related to pursued fashion style and self-image involved in the consumers’ process of clothing selection have stronger significant effects on the unconscious aspect than on the conscious. In this study, ideal and realistic self-images were extracted based on the psychoanalytical methodology, and both are closely related to the inner self of imaginary and symbolic systems. Therefore, they can be considered to be the result of a dominant unconscious aspect over the conscious aspect.
Second, this study found that realistic self-image had a static effect on the sophisticated pursued fashion style, but that the effect was not significant for the bold and decorative pursued fashion styles. This result implies that realistic self-image, based on the reality principle of the symbolic system and ideal ego, has a limited effect as a criterion variable.
Testing the hypotheses confirmed that the impact of self-image on pursued fashion style varies depending the self-image variables. For H1, the results for H1-1 (β = .
Third, social self-image did not have a significant effect on pursued fashion style, suggesting that despite emphasizing the social aspects of self-image shown to others or established in relation to other people, it is unsuitable as a criterion variable to examine the clothing market and pursued fashion style.

후속연구

Future research should aim to study brand purchase behavior extending from the effect of self-image and pursued fashion style in offer further clothing marketing strategies. For this, it would be important to select various demographic targets based on the latest analytical trends as well as apply AMOS and big data methods such as data mining and predictive analysis.
By examining the effect of the self-image of women on pursued fashion style, this study aims to provide a more effective strategy for unpredictable environmental changes in the clothing market. Further, this study can provide practical guidance for establishing a discriminative, yet efficient, marketing strategy by identifying the in-depth needs of various consumers.
Consequently, the research model for this study was established mainly based on a psychoanalytical methodology, self-image and self-identity factors, studies of personality type, and studies of pursued fashion style. Future research should aim to study brand purchase behavior extending from the effect of self-image and pursued fashion style in offer further clothing marketing strategies. For this, it would be important to select various demographic targets based on the latest analytical trends as well as apply AMOS and big data methods such as data mining and predictive analysis.
Future researchers should also aim to obtain samples from various social strata and other countries besides Korea, such as the United States, Germany, and China. Future studies must ensure international universality by strengthening the theoretical foundation through continuous research into the additional factors associated with various brand purchase behaviors.

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