| abstract |
| Background The purpose of this study is to investigate the effects of cultural capital on the diversity and tendency of fashion style and color tone images based on the relationship between different variables. The target consumers are females in their late 50s to early 60s.
Methods Data analysis was carried out using SPSS 18.0 Windows statistical package. For the factor analysis, ANOVA, and multiple regression analysis were performed to determine the validity of the measures used to measure variables. Cronbach's alpha was calculated to analyze the reliability of each factor.
Result The higher the cultural capital, cultural activities, an d education level, there was higher tendency to prefer more color images. The study also found out that only the econ omic capital had a significant effect on the diversity of fashion style and for cultural capital, only cultural activities ha d an impact on preferred color images. Moreover, when the tendency of conspicuous consumption was high, the number of preferred color images increased by about 2.5 times.
Conclusion Both Economic and cultural capital have an influence on fashion style and color images for those in their 50 s and 60s. Cultural activity was found to be a significant factor that influences the variables. Hopefully this study provi des useful information for marketing activities and fashion manufacturers’designs. |
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| Key Words |
| 문화자본, 패션스타일, 컬러 이미지, Cultural Capital, Fashion Style, Color Image |
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