The acceptance of luxury brand goods was evaluated targeting female college students by principal component analysis. Total of 422 students around Tokyo district were asked several questionnaires with respect to fashion minds, purchase behaviors and preference to luxury brands as subjects. After principal component analysis, symbolicalness, celebrity and quality have been extracted as the three main principal components. Further, the relationship among these components, purchase- and information-behaviors has been examined. As a result, those who have a strong purchase mind for luxury brand goods show a positive attitude for symbolicalness and celebrity. Moreover, the relationship among fashion minds and factors of symbolicalness, celebrity and quality seemed to be very close.

View full abstract

In this research, the effect of the face impression of wearer on the wear image of clothing was investigated by using the wear simulation. It was discussed whether the difference came out in evaluating the wear image of clothing with or without model's face. In addition, it was reviewed whether the difference occurred by the subject's gender, in the degrees of the subject's interest in fashion, and by the subject's acquaintance with wearer.
86 voluntary students answered the questionnaire. The questionnaire analyzed, by using the semantic differential method, the six types of the wearer image which were with and without model's face. We used the factor analysis in evaluating the wear image without model's face, and obtained “the gender and period factor”, “the age and light factor” and “the decorative factor”. By the factor analysis with the wear image with model's face “the age and decorative factor”, “the suiting evaluative factor” and “the gender factor” were extracted. In comparison with the wear image without model's face, it was clear that “suiting evaluative factor” was added for one with model's face.
Opposite to our prospect, the wear image was not affected by “the gender of subject”, by “the interest in fashion” and by “the acquaintance with wearer”.
There were some cases that the face impression of wearer affected the wear image.

View full abstract

A questionnaire survey had been conducted of 741 male and female university students for the following purpose. The purpose is to make clear that the consideration of person-media contacts as one of the enculturation process for makeup behaviors and as one of the socialization process for makeup consciousness.
Major findings obtained were as follows:
1) For the male students, it became clear that “skin-care” was specified by “TV”; and “makeup” was specified by “beauty information”; and “irreversible hair-makeup” was specified by “opposite sex”; and “hair-care/hair-makeup” was specified by “opposite sex”. By contrast, for the female students, it became clear that “skin-care” was specified by “newspaper”; and “makeup” was specified by “newspaper”, “TV” and “opposite sex”; and “irreversible hair-makeup” was specified by “magazine” and “family”.
2) For the male students, it became clear that “improvement in charm and feeling upsurge” and “necessaries and appearance” were specified by “beauty information”; “improvement in charm and feeling upsurge” was specified by “opposite sex”; and “necessaries and appearance” was specified by “newspaper”. By contrast, for the female students, it became clear that “improvement in charm and feeling upsurge”, “necessaries and appearance”, “effect uneasiness” were specified by “beauty information” and “magazine”; “necessaries and appearance” and “effect uneasiness” were specified by “beauty information” and “magazine”; “necessaries and appearance” was specified by “TV”; and “effect uneasiness” was specified by “newspaper”.

View full abstract

This study investigated where diet could be placed in attire. It is assumed that diet is categorized as one of attire because diet aims to change their appearance. There, however, have been no empirical studies investigating the position of diet as attire. In this study, the placement of diet among attire was examined especially from the view point of two dimensions (1) image, and (2) experience and interest. One hundred and eighty-one female students (M=19.7 yrs., SD=3.57) completed the questionnaires concerning (1) image and (2) experience and interest in each attire. The results showed that diet is uniquely positioned in the middle of temporal and permanent attire in both dimensions. The implications of these findings for diet are discussed.

View full abstract

[in Japanese]

View full abstract

[in Japanese]

View full abstract