색상과 톤, 넥타이 폭이 남성복 이미지에 미치는 영향

Abstract

The purpose of this study was to investigate the effect of hue, tone, and necktie width on men's wear image. The experimental materials developed for this study were a set of stimulus and response scales. The stimuli were 12 color pictures, in which the hue(red, blue), tone(lt-shirt/dk-tie, dk-shirt/lt-tie), and necktie width(narrow, medium, width) were manipulated. The 7-point scale was used for evaluation of men's wear image. The subjects of this research were 120 female college students living in Seoul, Gwangju, Jinju, and Masan. The investigation was carried out at April-May 2009. The data were analyzed by using SPSS program. Analysis methods were ANOVA and Duncan-test. The results of this study were as follows.; The analyses of men's wear image according to hue, tone, and necktie width revealed that the concerned factors are four characteristic dimensions of ability-elegance, attractiveness, appeal-activity, and warmness. Hue showed an independent effect on ability-elegance, appeal-activity, and warmness. Tone showed an independent effect on warmness. Necktie width showed an independent effect on appeal- activity. In addition, interaction effects of hue and tone on ability-elegance were found. Interaction effects of hue and necktie width on ability-elegance and attractiveness were found.