ABSTRACT

The purpose of this study was to investigate the consumer evaluation on the clothing image of check pattern colors combined with the black. The experimental materials developed for this study were a set of stimuli and clothing image scales. The stimuli were 16 color pictures, in which the interval(0.5cm, 1.5cm, 3.5cm, 5.5cm) and coloration(KR: black+red, KY: black+yellow, KB: black+Blue, KP: black+purple) were manipulated. The 7-point scale was used for the clothing image evaluation. Data were obtained from 160 male college students and 160 female college students living in Seoul, Gwangju, Daegu, Busan, and Changwon on October 2011. For the data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; The clothing image according to the interval and coloration of a check pattern consisted of six dimensions of attractiveness, youth-activity, appeal, individuality, modesty, and gentleness. The gender showed an independent effect on youth-activity, appeal, individuality, and modesty. The interval showed an independent effect on youth-activity. The coloration showed an independent effect on attractiveness, youth-activity, appeal, modesty, and gentleness. Also, interaction effects of the gender and interval on attractiveness, youth-activity, and individuality were found. The study results are highly expected to be used as valuable marketing sources in color plans for the fashion industries.

KEYWORD

Black, Check Pattern Color, Clothing Image, Consumer Evaluation

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