Development of an Explanatory Model for Decision of Fashion Style and Its Diffusion Process Based on Ambivalence of Pursuit Values

유행 스타일의 결정과 확산에 대한 설명모형 연구 -추구가치의 양면성을 중심으로-

The purpose of the study was to develop a model to explain how a fashion style is determined within a society and how the style diffuses. The research was carried out in two stages, theoretical study followed by empirical study. In the theoretical study, explanatory model about decision of fashion style and diffusion was developed and then fashion diffusion theories and fashion phenomenon of postholder society were explained by the model developed. The theoretical framework of the explanatory model was constructed in that fashion changes by ambivalence of pursuit values within an individual as well as within a society. The empirical study was carried out to validate the model by looking into fashion phenomenon in the postmodern society A questionnaire was developed including style image, pursuit value, preference style and administered to 19 to 30 year-old women living in Seoul area. Frequency distribution, discriminant analysis, one-way ANOVA. were used for the statistical analysis. As pursuit values differed in each style preference stoup, and pursuit value coincided with image of preference style it was confirmed that clothing selection behavior was determined by pursuit value. In a postmodern society where variety of values are pursued, appearance of various products and preference of all styles altogether considered, it could assume that subcultural collective selection phenomenon appeared.