The purpose of this study is to clarify the influence of factors of clothing behavior toward clothing norms. Total 255 persons including female university students, male university students, middle-age men, and middle-age women completed the questionnaire forms of situation image, clothing norm and importance of choice and decision on clothing toward 10 life situations. Its values were analyzed using factor analysis, analysis of variance, and multiple regression analysis. The results are as follows:
1) The image of life situation is composed of two factors: “formality” and“gorgeousness”. The clothing norm is composed of three factors: “social harmony and norm”, “self-appeal and fashion”, and“utility”. The importance of choice and decision on clothing is composed of two factors: “design of clothing and impression”and“utility and taste”.
2) The clothing norm and the clothing behavior factor are differently interpreted by generation and sex. The self-appeal and fashion in clothing norms takes especially influence.
3) The social harmony and norm in clothing norms operates to the formality in image of life situations. The self-appeal and fashion in clothing norms operates to the gorgeousness in image of life situations. Also the f ormer's influenced men, and the latter's influenced women.
4) The social harmony and norm in clothing norms operates to the clothing design and impression in importance of choice and decision on clothing, but the utility and taste operates to negative. The self-appeal and fashion in clothing norms especially operates to the clothing design and impression, and it influenced students.
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