시니어 패션소비자의 관찰학습 동기속성이 긍정적 심리자본과 조망수용행동에 미치는 영향관계 연구 = A Study on the Effects of Observational Learning Motivation Attributes on Positive Psychological Capital and Perspective-Taking Behavior of Senior Fashion Consumers

다국어 초록 (Multilingual Abstract)

This study This study conceptualized the observational learning motivation for senior fashion models by defining it in terms of the internal drivers, such as psychological motivational characteristics, and the external drivers, such as the attributes of the models themselves, and further analyzed the structural effects of these factors on the positive psychological capital and perspective-taking behavior of senior fashion consumers. It investigated the structural relationships between these attribute factors, the positive psychological capital of fashion senior consumers, and their perspective-taking behavior. To achieve this, a sample of 319 senior fashion consumers who had observed the fashion styles (products) of senior models exposed in the media and had experienced in imitative fashion product consumption (presentation) was established. Using SPSS and AMOS, frequency analysis, reliability and validity analysis, model fit analysis, and path analysis were conducted. The results were as follows: First, the internal meaningfulness, competence, and influence factors of psychological motivation all had significant effects on positive psychological capital. Second, the similarity factor of cognitive motivation significantly influenced positive psychological capital, while the factors of attractiveness and credibility did not have significant effects. Third, positive psychological capital significantly affected the perspective-taking behavior factor. This study was significant in developing a model for progressive behavioral change through observational learning, which could fully realize and effectively utilize the potential psychological value of senior consumers in fashion.