| Summary: | 碩士 === 中原大學 === 企業管理研究所 === 102 === There are usually specific elements of clothing toward geographical areas of different cultures. In the east, cheongsam can be regarded as the representative clothing which has “Collar”, “Frog Button”, “Embroidery”, “Front”, “Piping” and “Dragon and Phoenix”. In the west, dress can be regarded as the representative clothing which has “Flowers”, “Lace”, “Bow” and “Border”. In this research we use four categories to illustrate different cultural backgrounds, such as females live in Taiwan, America (plus Canada, Europe and Australia), and females have cross-cultural backgrounds. We use in-depth interviews and picture-response techniques to understand how the cultural background influences the female’s preferences of clothing elements. Moreover, aesthetics and popular lifestyle, and body image were applied as parameters to discover the clothing preference of females of Taiwan cultural background to explore the relationship between those parameters and the preference of clothing elements.
Qualitative and quantitative mothods are applied in this study. In the qualitative part of the research we interviewed females of different ages and cultural backgrounds to understand the differences and similarities of their preference of clothing elements to discuss whether they keep faith with local cultures or may change their preferences due to the baptism of foreign cultures. In the quantitative part of the research we divided females of Taiwan cultural backgrounds to know the relationship between the cultural backgrounds, ages and the preference of clothing elements. After factor analysis and K-means cluster analysis, samples can be divided into various groups by aesthetic and popular lifestyle, and body image variables, then examine if there are significant difference between each groups.
The qualitative and quantitative results indicate that, first, by the cultural background, “Taiwan-single background females” refers to females ever lived in western countries under two years. “Cross-cultural backgrounds” refers to females ever lived in western countries more than two years. These two groups both prefer the western elements. “Western cultural background females” refers to females ever lived in eastern countries under two years. “Cross-cultural backgrounds” refers to females ever lived in eastern countries more than two years. These two groups both prefer the eastern elements. Second, when divided samples by age, females in 18 to 25 and 26 to 30 groups both prefer the western elements, and females in 51 to 60 group have the highest preference toward the eastern elements. Third, aesthetic and popular lifestyle groups have no significant impact on the preferences of clothing elements, further survey with complete samples is recommend to increase comprehensiveness of the results. Finally, when we applied body image to analyze, group “ Appearance emphasis” has higher preferences of the western elements than group “Perfect image”.
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