着装行为的动机目标研究

本研究采用主因素分析法探讨动机系统中着装目标的结构 ,同时提出了测量着装动机目标的初步量表———着装目标重要性量表。研究采用动机诱导、服装作品分析与文献分析等方法收集、确认着装动机目标共 90项 ,并在此基础上进行主因素分析。结果表明着装行为的动机目标由 1 2个主要因素构成 :①寻求表现能力地位的外观 ;②寻求表达礼仪的外观 ;③追求表现美的外观 ;④寻求身心舒适的外观 ;⑤追求理想的自我形象 ;⑥寻求新奇气派的外观 ;⑦寻求团体认同的外观 ;⑧寻求便利的外观 ;⑨寻求年轻的外观 ;　l媢斞扒笳胧视玫耐夤?;　l媣曆扒蠓舷八椎耐夤?;　l媤栄扒笳娼巧耐夤邸

A research on the motives of dressing behaviors

Dressing behaviors are very specific to mankind and various patterns of dressing reflect their underling motives. For example, Hurlock (1929) and Kaiser (1985) had tried to identify general motives by looking into different kinds of dressing behaviors. This study was designed to explore the characteristics as well as the structures of dressing motives. Based on some theoretical analyses, a questionnaire was developed and administered to 160 undergraduate students. The results of item analysis indicated that 90 items of the questionnaire had an acceptable item total score correlation and further factor analyses of these 90 items extracted the following 12 factors: (1) showing ability and status (2) showing politeness (3) showing beauty (4) body comfort and spiritual comfort (5) ideal self image (6) being new , special and magnificent (7) being admitted by group (8) being convenient (9) being young (10) being tiny and suitable to use (11) being consistent with custom (12) showing social roles These 12 factors seem to cover dressing motives at three levels: individual level (self evaluation), group level (social evaluation), and social level (social adaptation).