Abstract

The purpose of this study was, accordingly, to examine male college student's general body consciousness and their actual condition of wearing clothing, as it's assumed that clothing, which everyone must always wear, might be effective in making up for the physical defect. The findings of this study were as follows : 1. Male College Students'Body Consciousness : They expressed some dissatisfaction with their own body, and they were most discontented with their height, among their bodies. They thought of the western-style shape as an ideal one, as what's considered by them to be ideal was thinner a little than them, being taller with wider shoulder, longer legs, smaller and white face. 2. Male College Students'Characteristics of Clothing Purchasing Behavior : In purchasing clothing, male college students were slightly sensitive about the physical part with which they wasn't satisfied. The clothing pattern preferred by them was an abstract one, and their favorite color was white or black. The greatest number of them put most emphasis on design in buying clothing, and they purchased clothing mainly at special fashion shop. On the whole, they showed an affirmative response toward wearing Korean costume, and they also had a positive opinion about the purchase of reformed Korean dress for everyday life. 3. Male College Students'Characteristics of Wearing Clothing : They appeared not to consider making up for physical weakness. Male college students favored aloha shirt and trousers when they went out. Male college students purchase clothing in consideration of individual, manly, classical, tender, or comfortable factors. 4. Relationship of Body Consciousness to Wearing Behavior : The degree to which they considered covering up physical weakness in wearing clothing was examined, by dividing them into two groups : one was a group that thought their own shape normal, and the other was a group that didn't think of their own shape as normal. As a result, both groups appeared not to consider covering up physical weakness.

Keywords

• body consciousness;
• clothing behavior