The Influence of Middle Aged Women's TV Media Involvement on Difference Age, Youth-pursuing Clothing Behaviors and Fashion Leadership

Abstract

: Middle aged women these days not only consider themselves as younger than actual, maintain figures and looks of younger women, but also show a big interest to fashion goods as younger generations. The TV media has a big influence on this trend. This study is conducted to figure out how the TV media involvement of middle aged women affects their difference age, youth-pursuing clothing behavior and fashion leadership. After the survey, a total of 326 questionnaires completed by women of their 40s and 50s were used to this analysis. The results are as follows, 1. The highest cognitive age of middle aged women was the look age, and the lowest was the feel age in the 40s, and the interest age in the 50s. And it was shown that the difference age were 7.05 years for the 40s and 9.10 years for the 50s. 2. The TV media involvement had a significant influence on the difference age as its antecedent. And the TV media involvement affected directly the youth-pursuing clothing behavior and fashion leadership. The higher the TV media involvement was, the higher difference age and fashion leadership were shown. 3. The difference age was shown as mediating the TV media involvement and the youth-pursuing clothing behavior, and the TV media involvement and fashion leadership only partially. 4. The youth-pursuing clothing behaviors were influenced by TV media involvement and difference age. Conclusionally, this study revealed that the TV media had a great influence on middle-aged women's clothing behavior, supporting the cultivation theory of TV media.

The Relation of Youth-pursuing, Media Appearance Information Interest, and Media Contact Response of Middle-aged Women : Influence of Chronological Age and Cognitive Age

“…. 중년 여성을 대상으로 한 연구에서는 미디어 관여도와 젊음추구 의복행동 (Hong, 2010), 이상 적 신체추구행동에서 매스미디어의 영향을 질적 연구로 다룬 Yoo(2014)의 연구 등이 있으나 젊음추구와 미디어 의 관련 등에 관한 구체적 연구는 부족한 실정이다. 특 히 다양한 미디어 채널의 등장과 발달은 고연령층의 젊 어 보이고자 하는 욕구에 크게 영향을 미치고 있으며 (Barak et al, 2001), 중년 여성들은 가정과 사회에서 소비의 중심역할을 하고 있어 현대 사회에서 미디어와 고연령층 의 젊음추구에 대한 연구는 지속적으로 진행될 필요가 있을 것으로 사료된다.…”

“…미디어 관여도보다 낮게 나타나 영상매체에 대한 관심과 활용에 대한 최근의 경향을 반영하는 결과가 도 출되었다. 또한 40, 50대의 모바일 인터넷 접속이 늘어 나기는 하였으나 본 연구의 주요 연구대상이 되는 406 5세 연령에서는 여전히 TV 이용빈도가 높은 것으로 나 타났다(Jeong, 2015) Hong(2010)…”

Ageless Trend and the Fashionable Style of Korean Middle-Aged Men

“…을 다룬 것들이 있다. 특히 본 연구의 주요 논점인 현대 사회에서 나타나는 젊음 추구와 의복 스타일에 관련된 유사한 연구들은 주로 중년 여성을 대상으로 하는 연구 들 (Byun, 2011;Hong, 2010;Lee, 2012) Fig. 3.…”