KOREASCHOLAR

This study aims to identify the differences between Korean and Chinese and males and females in terms of female image preferences. The survey was conducted for 1 month targeting male and female Korean and Chinese subjects. Among the 350 completed questionnaires, 309 were used for analysis. For the analysis, 11 female images were chosen based on theoretical study, then a t-test and a paired t-test were carried out using SPSS 19.0. The results of this study are as follows: First, differences in female image preferences were observed to depend on nationality and gender. Koreans prefer urban images while Chinese prefer cute, intelligent, and sexy images. Second, males prefer innocent or sexy images, while females prefer sophisticated images. Third, Korean males prefer innocent, active, sophisticated, gentle, cute, sexy, urban, natural, intelligent, spectacular, and neutral images in order. Chinese males prefer gentle, innocent, sexy, active, sophisticated, intelligent, cute, natural, urban, spectacular, and neutral images in order. Fourth, Korean females prefer sophisticated, gentle, urban, natural, intelligent, innocent, active, sexy, cute, spectacular, and neutral images in order. Chines females prefer sophisticated, intelligent, cute, gentle, innocent, active, natural, sexy, urban, spectacular, and neutral images in order. Using these results, it will be possible to design marketing strategies for global consumers.

Abstract
 I. Introduction
 Ⅱ. Theoretical Background
  1. Image and differences in female image preference by nation
  2. Female image preference by gender
  3. Review of female image terminology
 Ⅲ. Research Method and Process
  1. Research problems
  2. Research method
  3. Data collection and analysis
  4. Respondents’ demographics
 Ⅳ. Results
  1. Differences in female image preference by nation
  2. Differences in female image preference by gender
  3. Differences between female image preferences
 Ⅴ. Conclusion
 References

• Jing Li(Dept. of Clothing, Gachon University) | 이정
• Hye Won Lee(Dept. of Clothing, Gachon University) | 이혜원
• Mi Young Kim(Fashion Design Major, Gachon University) | 김미영 Corresponding author