Foreign students who leave their mother countries and go to foreign countries for new beginnings go through many difficulties in social relationship building and university life.
One of the most important factors that related to foreign students’ s...
Foreign students who leave their mother countries and go to foreign countries for new beginnings go through many difficulties in social relationship building and university life.
One of the most important factors that related to foreign students’ social adjustment is self esteem. Since clothes play important roles in physical self concept formation, it is closely related to self-esteem. In addition, the influence of self-esteem is connected with emotional and subjective image factors because of clothing purchasing behaviors. In korea, the number of Chinese students is increasing and forming a new niche market. Therefore, this study aims to find out how self-esteem makes an influence on self-image, pursuing -image, and clothing purchasing behaviors by handing out questionnaires to Chinese female international students who are studying in Korean universities (Chungnam National University, Paichai University, Hanbat National University, Hannam university, Woosong University). 247 questionnaires were analyzed using frequency analysis, factor analysis, reliability analysis, correlation analysis, and simple regression analysis.
The followings are the findings resulted from the study.
First, The people of high self-esteem take a positive view of their value and capabilities, so not easy to accept the influences from others and purchase products according to their individual pursue or the changes of surroundings. In additional, if the self-esteem is high, they will not easily follow the popularity but do the purchase with a practical standard and also more like referring to sources of the entertainers than the other sources during the process of purchase.
Second, the result of correlation analysis between self-image and pursuing-image shows that the students who have sexy self-image, intellectual self-image, positive self-image, and polished self-image like pursuing the dignity.
In addition, those who have intellectual-image, positive self-image, and polished self-image seek neatness but the people with sexy self-image, positive self-image, and polished self-image pursue attractiveness.
Third, Self-esteem not only influence the sexy, intellectual, casual, positive, polished self-images but also has regardful relation to the pursuit of the dignity, neatness, and individuality.
Forth, the results from arranging the effect to the clothing purchase behavior which caused by all relationships of those self-images based on the correlation between self-image and pursuing-image are as bellow. Those things will have a bad effect on the social motive with the high connection between Intellectual self-image and the pursuit of dignity. Also have a static effect on the social and individual motive with the high connection between Sexy self-image and the pursuit of individuality. It will have a static effect on the standard of aesthetic choose with the high connection between casual self-image and the pursuit of individuality. And it will also have a static effect on the entertainers if the connection between sexy self-image and the pursuit of attractiveness is high. Then, With the high connection between sexy self-image and the individual pursuit the entertainers will get a static effect from it. The high connection between intellectual self-image and dignity will have a static effect on point-of -purchase displays, also with the high connection between intellectual self-image and the pursuit of neatness the friends and family will have a static effect from it.
Based on these research findings, the advertisements and marketing strategies compared to other brands. Second, star marketing is very effective because the consumers who pursue individuality and attractiveness are greatly influenced by celebrities and those around them. Third, neat style clothes should be of practical use on materials and patterns, since consumers who desire for neatness consider practicality as important.
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