Abstract
The purpose of this study is to conduct a visual evaluation of Korean and Chinese women on blue jeans and to compare the results. The stimuli are 9 samples: 3 variations of the silhouette and 3 variations of the color. The jeans were evaluated using a 5-point rating scale with 80 Korean and 80 Chinese students taking part. The data was analyzed by Factor Analysis, ANOVA, Scheffé Test and the MCA method. The study results are as follows; 1) According to the Factor Analysis, the components of visual image by the silhouette and the color of blue jeans were classified with 4 factors (sophistication, physicality, simplicity, and activity) from Korean women, and 3 factors (activity, physicality, and simplicity) from Chinese women. 2) As a result of one-way ANOVA and Scheffé verification, the common point in the evaluation between Korean and Chinese women is that blue jeans have a big difference in complex, intense, and colorful image depending on the color in the order of skinny, straight, and bell-bottom silhouettes. In other words, blue jeans with the bell-bottom silhouette have complex, intense, and colorful images in all blue tones, but blue jeans with straight and skinny silhouettes have these images only in dark blue. 3) The difference is that Korean women evaluated blue jeans in the order of skinny, bell-bottom, and straight silhouette, and there is a big difference in the image that looks sophisticated, cool, and purchase intention depending on the color. It was evaluated that silhouette and color have a similar effect on the image that make legs look long, tall, and slim. On the other hand, Chinese women evaluated that blue jeans have a big difference in free, comfortable, and active images depending on the color in the order of skinny, bell-bottom, and straight silhouette. It was evaluated that silhouettes have a greater influence on the image that make legs look long, tall, and slim than color; in the order of bell-bottom, straight, and skinny silhouettes.