T.V.에 표출된 의복이 시청자의 의복선호도에 미치는 영향

Abstract

The purpose of this study is to investigate the relationship between demographic variable factors fashion adoption and fashion information adoption and also between 3 sub-groups by fashion adoption and fashion information adoption; and takes it as a desired purpose to provide a deeped investigation into the adoption of clothes appeared on the T.V., which has no involved and preceded studies though having greater effects as a media on the fashion information adoption that is to say the influence of clothes appeared on the T.V. on the audience's preference of clothes. For the measurement of fashion adoption was based on ownership or the degree of purchase intention of specific styles fashion information source adoption was measured by Polegato & Wall's fashion information source questionnaire. Measurement of clothes appeared on the T.V., researcher developed a questiomaire. Data was collected from 280 mothers who include in the 30's and 40's residing at the urban area of Pusan, for the stratified sampling and made the statistic data. For statistical analysis, frequency distribution, Pearson's correlation x^(2)-test, one-way analysis of variance, Duncan's muliple range test, t-test were used. The results of this research can be summarized as follows: 1. There were significant differences fashion adoption according to the demographic variables such as age, levels of education. 2. There were significant differences fashion information source adoption, which was one of the fashion information adoption, according to the demographic variables such as age levels of education and socio-economical status. And there were significant differences of clothes appeared on the T.V., which which was one of the fashion information adoption, falls into such two classes as that of T.V. drama programs and that of T.V. news programs, the former, there were significant differences preference of clothes as such appear according to demographic variables such as age, socio-economical status, and having-on preference of clothes according to socio-economical status, but there were not significant differences purchasing preference of clothes as such appear according to demographic variables. The later, there were signivicant differences all of the clothes as such preference, having-on preference and purchasing preference according to demographic variables such as socio-economical status. 3. There were significant variables fashion information source adoption according to 3 sub-groups by fashion adoption. And, there were significant differences 3 sub-groups according to clothes adoption which appeared on the T.V. drama programs, which was one of the clothes appeared on the T.V., but there were not significant differences 3 sub-groups according to clothes adoption which appeared on the T.V. News programs.;본 연구의 목적은 인구통계학적 변인에 따라 유행수용도 및 유행정보수용도를 비교·분석하고 유행수용도에 따른 하위집단간의 유행정보수용도를 비교·분석하는 것이며, 특히 유행정보수용도중 매체효과가 크지만 선행연구가 전무한 T.V매체에 표출된 의복수용도 즉, T.V에 표출된 의복이 시청자의 의복선호도에 미치는 영향을 심층 분석하는 것이다. 조사대상으로는 부산시내에 거주하는 30·40대 주부를 층화 표집(Stratified-sampling) 하였고, 최종 280부를 분석자료로 사용하였다. 측정도구로는, 유행수용도는 선행연구에 근거하여 특정 스타일의 착용 또는 구입의향 정도로써 측정하였고, 유행정보원수용도를 측정하기 위해서는 우선, 유행정보원사용도 측정은 Polegato와 Wall의 유행정보원 문항을 수정 보완하여 사용하였으며, T.V에 표출된 의복수용도 측정은 본 연구자가 작성한 문항을 사용하였다. 자료의 분석은 빈도, 백분율, 평균, 표준편차의 산출 및 Pearson의 적률상관계수, χ^(2)-test, 일원분산분석, Duncan의 다중범위검증, t- test를 적용하였다. 자료분석 결과를 토대로하여 내린 결론은 다음과 같다. 첫째, 유행수용도는 인구통계학적 변인중 연령, 학력과 유의한 차이가 있었다. 둘째, 유행정보수용도중 유행정보원사용도는 인구통계학적 변인중 연령, 학력, 사회계층과 유의한 차이가 있었다. 또한, T.V에 표출된 의복수용도는 인구통계학적 변인에 따른 차이를 T.V드라마와 T.V뉴스로 나누어보면, T.V드라마에 표출된 의복선호도는 연령, 사회계층과 그리고 의복착용선호도는 사회계층과 유의한 차이를 보이나, 의복구매선호도는 인구통계학적 변인과는 유의한 차이가 없었다. T.V뉴스에 표출된 의복선호도, 의복착용선호도, 의복구매선호도 모두는 인구통계학적 변인중 사회계층과만 관계가 있었다. 세째, 유행수용도에 따른 하위집단간의 유행정보원사용도는 유의한 차이가 있었다. 또한, 하위집단간의 T.V에 표출된 의복수용도는, T.V드라마에 표출된 의복수용도와는 유의한 차이가 있었으나, T.V뉴스에 표출된 의복수용도와는 유의한 차이가 없었다.