The purpose of this study was to investigate the differences in female college students' sociocultural attitude toward appearance and pursuit of clothing benefits according to their narcissism. Data collection was conducted through survey for female college students, and a total 221 questionnaires were used for data analyses. For analysis of data, frequency analysis, factor analysis, reliability analysis, and one-way ANOVA were applied. The results were summarized as follows. First, the factor analysis on narcissism resulted in two dimensional structures: self-initiated and other-dependent narcissism. The respondents were categorized into four narcissism groups, such as compositive, self-initiated, other-dependent, and withdrawn narcissism groups. Second, the factor analysis on sociocultural attitude toward appearance resulted in two dimensional structures: internalization and awareness. Five dimensions of pursuit of clothing benefits were identified: individuality, self-expression, fashion, comfort, and social recognition pursuit. Third, there were significant differences among the categorized narcissism groups in sociocultural attitude toward appearance and pursuit of clothing benefits. The results confirm that narcissism has an impact on sociocultural attitude toward appearance and pursuit of clothing benefits. It is expected that this study provides insight for apparel makers or retailers to develop their marketing strategies.

 I. Introduction  II. Background   1. Narcissism   2. Sociocultural attitude toward appearance   3. Pursuit of clothing benefits  III. Methods   1. Research problems   2. Subjects and data collection   3. Definition of terms and measurement instrument   4. Data analysis  IV. Results and Discussion   1. Group categorization according to narcissism   2. Dimensions of sociocultural attitude towardappearance and pursuit of clothing benefits   3. The differences in sociocultural attitudetoward appearance and pursuit of clothing benefitsamong the narcissism groups  V. Conclusion  References

• 조효정(이화여자대학교 의류학과) | Cho, Hyojung
• 조남혜( 이화여자대학교 의류학과) | 조남혜