일본 여대생의 라이프스타일과 의복 추구 혜택과의 관계 연구

Abstract

The Purpose of this study was to identify the relationship between lifestyles and clothing benefits pursuit. A questionnaire was developed to measure lifestyle and clothing benefits sought. The questionnaire was distributed and collected from 131 college female students in Tokyo. The data was analyzed by percentage, frequency, mean, standard deviation, factor analysis, reliability test, MANOVA and ANOVA by SPSS package. The lifestyles of the respondents were classified into five types such as recreational-oriented, fashion-oriented, progressive-oriented, intentional purchasing, and economics-oriented type. And clothing benefits pursuit was classified into five types such as individuality-pursuit, brand-pursuit, convenience-pursuit, fashion-pursuit, and coordination/figure flaws compensation- pursuit. The result of this study were as follows; 1) All of three lifestyle groups of appearance-oriented type, fashion- oriented type, intentional purchasing type had an inclination for individuality-pursuit, brand-pursuit, fashion-pursuit, and not an inclination for convenience-pursuit. 2) The higher the fashion-oriented and intentional purchasing, and the lower the progressive-oriented and economics-oriented were, the higher was individuality-pursuit. 3) The higher progressive-oriented and the lower recreational-oriented were, the higher convenience-pursuit was. 4) The brand- pursuit, convenience-pursuit, and fashion-pursuit were not shown to have the significant differences according to intentional purchasing group.