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1 Apparel Purchase Behaviors and Image Preferences of Preteen Girls and Their Mothers: Considering Preteen Girls BMI and Body Image Department of Home Economics Education, Pai Chai University Assistant Professor : Hee-Kang Moon <Abstract> The purpose of this study was to identify preteen girls and their mothers apparel image preference and apparel purchase behavior. This study was particularly interested in verifying the influencing factors of plus size preteen girls apparel choice by investigating the correlations between preteens physical characteristic and their apparel related variables. Data were obtained from the questionnaire by 190 preteen girls and 120 mothers. The influential power of preteens on apparel purchase decision was greater than that of their mothers, and their preferred apparel images were comfortable/neat, cute/girlish, and mature/chic. Comparing to preteen girls, their mothers preferred comfortable/neat and cute/girlish images to mature/chic apparel image. Their physical maturity levels were significantly correlated with apparel image preference. Moreover, plus size preteen girls interests in appearance and clothing was higher than that of normal weight preteen girls, this implied potentiality in apparel market for plus size preteen. (preteen), (apparel image preference), (plus size consumer), (body image) Corresponding Author : Hee-Kang Moon, Department of Home Economics Education, Pai Chai University, 14 Yeon Ja 1Gil, Seo-gu, Daejeon, , Korea Tel: Fax: heekangm@pcu.ac.kr *

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Kor. J. Aesthet. Cosmetol., 및 자아존중감과 스트레스와도 밀접한 관계가 있고, 만족 정도 에 따라 전반적인 생활에도 영향을 미치므로 신체는 갈수록 개 인적, 사회적 차원에서 중요해지고 있다(안희진, 2010). 따라서 외모만족도는 개인의 신체는 타

Kor. J. Aesthet. Cosmetol., 및 자아존중감과 스트레스와도 밀접한 관계가 있고, 만족 정도 에 따라 전반적인 생활에도 영향을 미치므로 신체는 갈수록 개 인적, 사회적 차원에서 중요해지고 있다(안희진, 2010). 따라서 외모만족도는 개인의 신체는 타 RESEARCH ARTICLE Kor. J. Aesthet. Cosmetol., 20-40대 여성의 외모만족도가 미용관리태도에 미치는 영향 홍수남 1, 김효숙 2 * 1 건국대학교 뷰티사이언스디자인학과, 2 건국대학교 의상디자인과 Effects of Extrinsic Body Satisfaction on Beauty Management Behavior of