comparison of figure cognition, satisfaction and dressing desire between china and south korea...

Comparison of figure cognition, satisfaction and dressing desire between China and South Korea female college students

Haiyan Wang1,a, Choi Yong Lim2,b, Nam Yunjia3,c

1Suzhou Institute of Trade & Commerce, Suzhou, Jiangsu, 215009, China

2Dept. of Clothing and Textiles, Seoul National University,Seoul, Korea

3Dept. of Clothing and Textiles, Seoul National University,Seoul, Korea

abingnvhua@hotmail.com, borangebk@empal.com, cyunjia@snu.ac.kr

Keywords: China and South Korea, Female college student, Body figure, Cognition, Satisfaction, Dressing desire

Abstract. This document he 20-25 years old female university students from Jiangsu province in

China and Seoul in South Korea were chosen as the subjects. The method of simple random sampling

and analyzing questionnaires was employed and the questionnaire content are following: 50

questions referring body cognition and figure satisfaction and 11 questions investigating subjects’

acceptence of various clothing styles. Responses data were collected and processed by the SPSS (17.0

for Windows) statistical software and statistical methods of Descriptive analysis, Crosstabs, Mean

multiple comparison (Duncan) was employed. This study focused on female college students’

self-figure cognition, self-figure satisfaction and dressing desire and would offer reference and advice

about developing China’s and South Korea’s apparel trade.

Introduction

The cognition and satisfaction to self-figure depend on how much the actual figure is beyond peoples’

expectations on psychology perception. The view of self body condition called as self-figure concept

has closely relationship with clothing consumption. There are reliable connection among female body

image, self-esteem feeling, appearance and clothing satisfaction, and the body image may influnce

people's psychological environment. Female college students make up an important part of clothing

consumer group. At their ages, they constantly receive the impact and moulding of new culture and

new knowledge, coming into being their own special values and life habit, so their consuming

behavior has its unique personality. Further，female college students who naturally own appearance

more care，are willing to spend time，energy and money making good image，especially to pay

more attention to their body shape and dressing.

Therefore, to investigate female college students' awareness and satisfaction to self-figure, and

dressing desire，it is helpful to understand their figure status and dressing behavior. It could offer

theoretical references to women's dress enterprise in China and South Korea.

Methods

20-25 years old female university students from Jiangsu province in China, and Seoul in South Korea

participate in this study. The method of simple random sampling and analyzing questionares was

employed, and there are 230 valid questionnaires from China and 195 ones from South Korea, the

survey was completed during April 2009.

In the questionnaire, three parts are included: 25 questions evaluating the size of each body part, 25

questions about figure satisfaction as shown in table 1, and 11 questions investigating subjects’

acceptence of various clothing styles aiming at each body part as shown in Fig. 1. Responses were

measured using a five-point Likert scale. SPSS (17.0 for Windows) statistical software was used, and

statistical methods of Descriptive analysis, Crosstabs, mean multiple comparison (Duncan),

correlation analysis and T-test of test was employed for data process.

Advanced Materials Research Vols. 332-334 (2011) pp 1567-1571Online available since 2011/Sep/02 at www.scientific.net© (2011) Trans Tech Publications, Switzerlanddoi:10.4028/www.scientific.net/AMR.332-334.1567

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clothing styles

001 002 003

004 005 006

007

008

009

010

011

dressing desire（（（（five-point Likert）））） never to desire no desire the genera desire strong desire

Fig. 1 Clothing styles

Results and Discussion

Comparison of self-figure cognition. 25 indexes were designed in the questionnaire concerning the

neck, shoulder and chest, arms, waist, hips, thighs and other parts to cognize the body part size and

obesity. Five-point Likert scale was described as follows：small (1 points), slightly small (2 points),

moderate (3 points), slightly big (4 points), big (5 points.)

Table 1 show the mean, standard deviation of average and T test analysis result. The means of all

parts for the China group cover the interval between 2.71 and 3.24; the modes of all parts are 3, but

the mode of lower abdomen are 2. It suggests that the subjects from China reach an agreement on

self-figure cognition on the whole. The means of all parts for the South Korea group cover the interval

between 2.52 and 3.65; the mode evaluating the upper arm is 4, the mode describing the bulgy

abdomen is 2, the mode describing the calf is 4, and the modes for other parts are 3. The T test

analysis result suggests that there is significant varivation between the China group and the South

Korea group in the cognition of neck size, shoulder slope, arm length, bust size, bulgy abdomen, leg

length, thigh thickness, hip, and the length from nape to waist.

Table 1Comparison of self-figure cognition

* significant difference(p≤ 0.05);

**significant difference(p≤ 0.01;

***

significant difference(p≤ 0.001)

Fig. 2 show the statistical results of the whole body’s obesity evaluation. 4.2% of the China group

regard themselves thin, while 8.4% of the South Korea group think themselves thin; subjects who

think themselves “slightly thin” account for 11.1% in the China group, and 18.3% in the South Korea

group; subjects who evaluate themselves “moderate” account for 64.2% in the China group , and

Body

parts

Cognition Chinese Cognition

Korean

T-test

Body

parts

Cognition

Chinaese

Cognition Korean

T-test mean Std.

deviation

mean Std.de

viation

mean Std.

deviation

mean Std.

deviation

head size 3.14 0.65 3.02 0.99 -1.53 hip 3.11 0.65 3.43 1.05 3.348***

Neck length

2.99 0.58 3.03 0.83 0.432 the height of hip

3.00 0.47 2.77 0.79 3.449***

neck size 2.96 0.62 2.85 0.74 -1.809* leg length 3.02 0.68 2.74 0.98 3.401***

Shoulder width

3.15 0.71 3.09 1.04 -0.672 thigh thickness

3.23 0.76 3.65 1.11 4.025***

shoulder

slop 2.93 0.52 2.70 0.69 -4.136*** calf

thickness 3.24 0.76 3.42 1.09 1.956*

upper

arm thickness

3.15 0.82 3.29 1.12 1.115* Ankle

thickness 2.93 0.64 3.03 1.07 0.876

Forearm

thickness 2.93 0.74 2.77 1.07 1.493 nape

length 3.00 0.35 3.31 0.75 4.728***

Wrist

thickness 2.71 0.81 2.52 1.14 1.704 height 2.94 0.76 2.83 1.18 -1.229

Arm

length 3.01 0.65 3.32 0.97 3.512** weight 3.01 0.69 3.19 0.99 1.752

Bust size 2.83 0.67 2.63 1.13 -2.456* whole body

obesity

3.03 0.68 2.94 0.92 -1.455

Breast

size 2.82 0.69 2.45 1.21 -3.968*** Upper

body fat 2.95 0.70 2.79 0.98 -2.476

waist 2.95 0.82 2.88 1.05 -1.130 private parts fat

3.10 0.65 3.34 1.05 2.26

bulgy abdomen

2.03 0.80 2.46 0.97 4.721***

1568 Advanced Textile Materials

52.9% in the South Korea group; the pecentage of "slightly fat" subjects is 19.3% in the China group

and 18.3% in the South Korea group; the "Fat" just make up 1.2% in the China group and 4.2% in the

South Korea group. It could be suggested that most of the subjects from both China and South Korea

think their whole figure moderate, that is, there are no significant differences between the two groups

in the whole body obesity cognition.

Fig. 2 Whole body obesity cognition

Table 2 describes the main body sizes’ means and T test analysis results of perfect figures which

subjects expect. Generally speaking, the means of the China group is higher than those of the South

Korea group in height, weight, bust size, waist and hip, especially for weight, waist and hip, there are

significant differences between the two groups. It is considered that the female university students

from South Korea have higher standard for figure than Chinese students.

Table 2 The main body sizes analysis results of perfect figures

* significant difference(p≤ 0.05);

**significant difference(p≤ 0.01;

***

significant difference(p≤ 0.001)

Comparison of self-figure satisfaction. 25 indexes were designed in the questionnaire concerning

the neck, shoulder and chest, arms, waist, hips, thighs and other parts to investigate the satisfaction to

each body part. Five-point Likert scale was used to access the satisfaction degree：dissatisfaction (1

point), less dissatisfaction (2 points), moderate (3 points), less satisfaction (4 points), satisfaction (5

points).

Table 3 shows the mean, standard deviation of average and T test analysis result. The means of

responses to each part in the China group cover the interval between 2.01 and 3.14, and all the modes

are 3. It suggests that chinese students have general contentment on their figure. In contrast, the mean

interval of the korea group is 1.92-3.37; the modes of responses are 2 in head size, upper arm

thickness, bust size, waist, belly abdomen, the height of hip, leg length, thigh thickness, height and

weight. The mode for calf thickness is 1, and others are 3. It suggests that the korean students have

higher require to their figure, and express higher unsatisfaction. T test results demonstrate that great

differences exist between the two groups in the satisfaction of body parts except for neck, shoulder

slope and nape to waist. The total value of responses to all parts is 71.36 in the chinese group and

higher than 60.45 in the korean group. It is thought that chinese female students show higher

contentment on their body shape than korean female students who have higher expectation on their

figure.

main body sizes Chinese Korean

mean Std.

deviation

mean Std. deviation T-test

height 166.71 3.11 166.53 3.24 -0.522

weight 50.15 3.77 48.73 2.91 -3.602***

Bust size 85.81 4.78 84.80 4.64 -1.637*

waist 65.61 6.44 63.65 4.81 2.446***

hip 88.32 4.36 87.25 4.94 -1.771**

Advanced Materials Research Vols. 332-334 1569

Table 3 Comparison of self-figure satisfaction

*significant difference(p≤ 0.05);

**significant difference(p≤ 0.01;

***

significant difference(p≤ 0.001)

As shown in Fig. 3, 4.4% of the China group show dissatisfaction to their whole body shape, while

23.5% of the South Korea group; subjects who regard their whole figure as “less dissatisfaction”

account for 10.9% in the China group, and 34.4% in the South Korea group; the responses of

“moderate” account for 63.8% in the China group, and 27.3% in the South Korea group; the

pecentage of "less satisfaction" responses is 19.7% in the China group and 10.9% in the South Korea

group; the "satisfaction" responses merely make up 1.3% in the China group and 3.8% in the South

Korea group. It could be suggested that most of the subjects in the chinese group are pleased with

their whole body shape, while most of the korean female college students are discontended. There are

no significant differences between the two groups in the degree of self-figure satisfaction.

Fig. 3 Degree of satisfaction to whole body shape

Comparison of dressing desire. As shown in Fig. 1, 11 various clothes were designed to investigate

the female university students’ acceptance to the styles. 11 questions were also designed in the

questionnaire reffering the high to low collar, sleeveless to long sleeve, tight to loose top, various

dress length and so on. Five-point Likert scale was used to access the acceptance：never to desire (1

point), no desire (2 points), the general (3 points), desire (4 points), strong desire (5 points.)

Table 4 shows the mean, standard deviation of average and T test analysis result. In the China

group, the mode of responses to No.004 clothes is 1, which suggests that most of chinese college

students would not like dress with wide shoulder. The mode of responses to No.008 is 4, so they tend

Body

parts

satisfaction

Chinese

Satisfaction

Korean

T-test

Body

parts

Satisfaction

Chinese

satisfaction Korean

T-test mean Std.

deviation

mean Std.

deviation

mean Std.

deviation

mean Std.

deviation

head size 3.14 0.66 2.66 1.23 5.069*** hip 3.13 0.66 2.28 1.09 8.832***

Neck

length 2.99 0.59 3.15 1.17 -1.587 the height

of hip 3.00 0.47 2.57 1.12 4.562***

neck size 2.99 0.62 3.21 1.05 -2.440 leg length 3.05 0.62 2.42 1.27 5.772***

Shoulder width

3.14 0.71 2.85 1.17 2.878** thigh thickness

3.22 0.76 1.92 1.07 13.514***

shoulder

slop 2.96 0.52 3.02 1.09 0.648 calf

thickness 3.21 0.76 2.14 1.21 10.272***

upper

arm

thickness

3.19 0.82 2.47 1.25 6.427*** Ankle

thickness 2.94 0.64 2.58 1.23 3.398***

Forearm

thickness 2.91 0.75 3.03 1.21 -1.244 nape

length 3.02 0.36 2.42 0.95 1.416

Wrist thickness

2.68 0.82 3.37 1.27 -6.452*** height 2.97 0.76 2.73 1.34 2.106*

Arm

length 3.01 0.67 3.41 1.10 -4.274*** weight 3.02 0.72 2.30 1.12 7.350***

Bust size 2.86 0.67 2.70 1.22 1.566 whole

body

shape

3.05 0.71 3.37 1.07 7.212***

Breast size

2.85 0.69 2.40 1.18 4.279*** Upper body

shape

2.98 0.73 2.57 1.09 4.179***

waist 2.97 0.83 2.62 1.17 3.185** Lower body

shape

3.12 0.68 2.14 1.11 10.560***

bulgy abdomen

2.01 0.82 2.28 1.12 -2.649* Total 71.36 60.45

1570 Advanced Textile Materials

to desire for the loose style. For No. 009, the mode is 2, so the result is “no desire” for Chinese female

college students to this bare-midriff tops. The rest modes are 3.

In the South Korea group, the mode of responses to No.001, and the rest are 4. Korean female

students would not tend to choose the clothes with high collar, but show acceptance to these styles:

deep neckline, off-the-shoulder, wide shouder, sleeveless, direct long sleeve, tight top, loose top,

bare-midriff top, overlength top and tight dress. For the chinese and korean students, there are great

disagreement on identifying the clothes styles, especially on the exposure area on the shoulder.

Table 4 Comparison of dressing desire

*significant difference(p≤ 0.05);

**significant difference(p≤ 0.01);

***

significant difference(p≤ 0.001)

Conclusions

In this study, the self-figure cognition, self-figure satisfaction and acceptance to clothes styles were

compared between chinese and korean female university students. It could be concluded as follows:

In terms of self-figure cognition, there is significant varivation between the China group and the

South Korea group in the cognition of neck size, shoulder slope, arm length, breast size, bulgy

abdomen, leg length, thigh size, the size and height of hip, and the length from neck to waist；they

basically have agreement on the cognition of the whole body obesity；especially for weight, waist

size and hip size, there are significant differences between the two groups. It is considered that the

female university students from South Korea have higher standards for figure than chinese students.

As far as the satisfaction to each body part is concerned, korean female students show higher

discontentment and require to their figure. Great differences exist between the two groups in the

satisfaction of body parts expect for neck, shoulder slope and the length from neck to waist. Most of

the subjects in the chinese group are pleased with their whole body shape, while most of the korean

female college students are discontended.

For the acceptances to clothes styles, most of chinese students would not like the styles with wide

shoulder and bare-midriff tops; korean students would haste to choose the clothes with high tight

collar; there are significant defferences between the two group in choose of styles with deep neckline,

wide shoulder, sleeveless, direct long sleeve, bare-midriff top and overlength top. It could be thought

that there are great disagreement on identifying the dress styles, especially on the exposure area on

the shoulder.

References

[1] Jae-Kyung. Yun-Ja Nam.Kueng-Mi Choi. Journal of the Korean Society of Costume. Vol.

54.No.3(2004), p. 43-51

[2] ping-Xiao. Wenbin Zhang .Knitting Industries .No.11(2007), p. 34-36.In Chinese

[3] Yun-Ja Nam.Seung-Hee Lee: Journal of the Korean Society of Clothing and Textiles. Vol.

25.No.4(2001), p. 764-7

[4] Yan-Ge,Guo-Lian Liu. GUOWAI SICHOU.No.2(2005).p 19-272.In Chinese

Clothing style

(shown in Fig1)

mean（（（（chinese）））） mean（（（（Korean）））） t-test

dressing

desire

standard

deviation

dressing

desire

standard

deviation

001 high collar 2.68 1.44 2.68 1.06 000

002 deep neckline 3.16 0.89 3.49 0.85 3.439***

003 off-the-shoulder 2.70 1.06 3.31 1.16 5.328

004 dress with wide shoulder 2.11 1.05 2.331 1.12 2.114***

005 sleeveless, 2.56 1.01 3.74 3.92 4.021***

006 direct long sleeve 2.47 0.92 3.35 0.89 9.101***

007 tight top 2.77 0.87 3.76 0.81 11.618***

008 loose style. 3.60 0.90 3.69 0.90 1.041

009 bare-midriff tops 2.29 1.09 2.06 1.22 -1.999*

010 overlength top 3.34 0.91 3.64 0.82 3.372***

011 tight dress 1.95 1.04 1.97 1.05 -0.189

Advanced Materials Research Vols. 332-334 1571

Advanced Textile Materials 10.4028/www.scientific.net/AMR.332-334 Comparison of Figure Cognition, Satisfaction and Dressing Desire between China and South Korea

Female College Students 10.4028/www.scientific.net/AMR.332-334.1567