Track

CUL

Presentation Type

Poster

Description

South Korea and Mongolia which countries experienced totally different social and cultural background. The current study, explored how the level of the cultural dimensions, affects the human psychology in relation to using fashion as a tool of representing "˜self', and examined how the level of self-expression through clothing affects the quality of life. The questionnaire was composed based on the Hofstede's Cultural Variability Dimension Scale (Hofstede and Minkov, 2013), the Proximity of Clothing to Self Scale developed by Sontag and Lee (2004), and Quality of Life Scale from study of Lee, et al (2002) for the study. Through exploratory factor analysis, four original factors of PCS were identified. To compare the level of cultural dimensions, each cultural index was calculated using formula suggested by Hofstede and Minkov (2013) and then independent T-test was performed to confirm significance. Multiple regression analysis identified negative relationship between the level of IDV and PCS2 (β=-.28, p<.001) and PCS3 (β=-.19, p<.05) as well as MAS and PCS4 (β=-.15, p<.05) in South Korea; while it found positive relationship between IVR and PCS2 (β=.15, p<.05) and PCS3(β=.21, p<.001) in Mongolia. Further, regression analysis results revealed that PCS1 (β=.28, p<.001), PCS2 (β=.27, p<.001), and PCS4 (β=.20, p<.01) are positively related to QOL in South Korea; and PCS1 (β=.16, p<.01), PCS2 (β=.30, p<.001), PCS3 (β=.22, p<.001) and PCS4 (β=.22, p<.001) are positively related to QOL in Mongolia. The findings of this exploratory study helps explain differences in fashion psychology in relation to the cultural value and the important role of clothing in the quality of human life. These findings together suggest that specific cultural values of a country can affect motives for choosing certain product or brand to express self through fashion. Thus marketers need to be considerate in communicating advertisement message, as self-enhancement through fashion can be motivated by different cultural values.

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Jan 1st, 12:00 AM

A Cross-cultural Study of Proximity of Clothing to Self between South Korea and Mongolia

South Korea and Mongolia which countries experienced totally different social and cultural background. The current study, explored how the level of the cultural dimensions, affects the human psychology in relation to using fashion as a tool of representing "˜self', and examined how the level of self-expression through clothing affects the quality of life. The questionnaire was composed based on the Hofstede's Cultural Variability Dimension Scale (Hofstede and Minkov, 2013), the Proximity of Clothing to Self Scale developed by Sontag and Lee (2004), and Quality of Life Scale from study of Lee, et al (2002) for the study. Through exploratory factor analysis, four original factors of PCS were identified. To compare the level of cultural dimensions, each cultural index was calculated using formula suggested by Hofstede and Minkov (2013) and then independent T-test was performed to confirm significance. Multiple regression analysis identified negative relationship between the level of IDV and PCS2 (β=-.28, p<.001) and PCS3 (β=-.19, p<.05) as well as MAS and PCS4 (β=-.15, p<.05) in South Korea; while it found positive relationship between IVR and PCS2 (β=.15, p<.05) and PCS3(β=.21, p<.001) in Mongolia. Further, regression analysis results revealed that PCS1 (β=.28, p<.001), PCS2 (β=.27, p<.001), and PCS4 (β=.20, p<.01) are positively related to QOL in South Korea; and PCS1 (β=.16, p<.01), PCS2 (β=.30, p<.001), PCS3 (β=.22, p<.001) and PCS4 (β=.22, p<.001) are positively related to QOL in Mongolia. The findings of this exploratory study helps explain differences in fashion psychology in relation to the cultural value and the important role of clothing in the quality of human life. These findings together suggest that specific cultural values of a country can affect motives for choosing certain product or brand to express self through fashion. Thus marketers need to be considerate in communicating advertisement message, as self-enhancement through fashion can be motivated by different cultural values.

 

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