Graduate Thesis Or Dissertation
 

Fashion leadership as related to attitudes toward change and socioeconomic level among Korean college women

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https://ir.library.oregonstate.edu/concern/graduate_thesis_or_dissertations/2n49t542q

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  • The purpose of this study was to investigate the relationships between fashion innovativeness, fashion opinion leadership, attitudes toward change and socioeconomic level; and to identify the characteristics of fashion innovators and fashion opinion leaders among Korean college women living in a transitional society. Measures selected for this study consisted of the Schrank Fashion Innovation Inventory (1977), the Schrank Fashion Opinion Leadership Inventory (1973), the Schrank and Sugawara Attitudes Toward Change Inventory (1977), and socioeconomic questions. The questionnaires translated into Korean were completed by 94 Home Economics female students of Seoul National University in Seoul, Korea in November 1977. For statistical analysis, the Pearson r correlation coefficients, analysis of variance, and t-tests were used; and level of significance was established at .05. The results indicated that high fashion innovativeness was significantly related to high fashion opinion leadership. (r = .3493 P<.01 df = 92) No significant correlation was found between fashion innovativeness and socioeconomic level. (r = .1533 df = 92) There was a significant relationship found between fashion innovativeness and attitudes-toward-change. (r = .2092 P<.05 df = 92) No significant relationship was found between fashion opinion leadership and socioeconomic level. ( r = .1138 df = 92). High fashion opinion leadership scores were accompanied by positive attitude toward change scores. (r = .3337 P<.01 df = 92) No significant differences were found in socioeconomic level of four sub-sample groups; fashion innovators, fashion opinion leaders, fashion innovative communicators (who exhibit high scores on both fashion innovativeness and fashion opinion leadership), and nonfashion innovative communicators. (F = .8104 df = 93) These results seemed to indicate that fashion leadership was relatively evenly distributed throughout the socioeconomic strata. Significant differences were found in attitude-toward-change scores of the four subsample groups. (F = 5.237 P<.01 df = 93) Fashion innovative communicators held significantly more positive attitudes toward change than did fashion opinion leaders. (t = 2.754 P<.01 df = 45) The overlap of fashion innovativeness and fashion opinion leadership (29%) among the Korean sample was very similar to that (33%) of American college women researched by Schrank (1970).
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