Differences between Fashion Opinion Leaders and Followers in the Characteristics oriented New Young Generation and the Types of Fashion Advertising Involvement

신세대 특성의 지향과 의류광고 관여 유형에 대한 유행의사선도자와 추종자 집단간 차이

The purposes of this study was to identify the differences between fashion opinion leaders and followers in the characteristics oriented New Young Generation and the types of fashion advertising involvement. The data were collected via a questionnaire from 431 college students(female=218 male=213) living in Seoul, Korea and analyzed by factor analysis and t-test. The results of this study were as follows: First, eight factors of the characteristics oriented New Young Generation were identified: Fashion, individuality, preference of caffe with affective mood, expression of emotion, indivisualism, preference of tastes oriented Western Europe, activity of pan club and chatting by personal computer. The significant differences between fashion opinion leaders and followers in fashion, individuality, preferences of the caffe with affetive mood, and expression of emotion were found in the data collected from female. There were significant differences between fashion opinion leaders and followers in fashion, individuality in the data collected from male. Second, three factors of fashion involvement advertising were identified: The hedonic involvement, social involvement, utilitarian involvement. The significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement, utilitarian involvement and the levels of involvement were found in the case of female's data. There were significant differences between fashion opinion leaders and followers in the hedonic involvement, social involvement and levels of involvement except for utilitarian involvement in the case of male's data.