| Summary: | 碩士 === 樹德科技大學 === 應用設計研究所 === 97 === ABSTRACT
This study focuses on the differences of fashion awareness for the students in the fashion-relatedf departments of colleges or universities in Southern Taiwan, and is based on qualitative and quantitative researches; the former is conducted based upon the constructivist grounded theory, while the latter is conducted via a questionnaire survey, with the design of the questions based on the grounded theory.
This study, according to the three phases of coding in the grounded theory, analyzes two aspects: ‘elements of fashion awareness’ and ‘ways of improving fashion aware. The questions in the questionnaire are designed based on the two aspects with the relevant departments from 15 colleges and universities in Tainan, Kaohsiung and Pingtung counties as the bases for the survey. Effective collected questionnaires totaled 1330 copies, or 90% of the total issued. With 95% confidence level, the sampling error is ±2.69 %. The overall reliability of the aspect ‘elements of fashion awareness’ is 0.823 with a KMO value of 0.854; that of ‘the ways of improving fashion awareness’ is up to 0.942 with a KMO value of 0.958. In this study based on the grounded theory and a questionnaire survey, the essential conclusions are as follows:
1. Fashion signifies modernity, style, quality and the commonly-acknowledged penetrating life aesthetics.
2. Fashion magazines are the most direct source of fashion information, comprising 94% of all the sources.
3. Elements of fashion awareness include three factors: cultural literacy, fashion sensitivity
and professional abilities. Fashion awareness also means the masteryof these three concepts to enjoy significant communications with the world and to solve problems.
4. The ways of improving fashion awareness also comprise three factors: internalization of knowledge, utilization of information and creativity, as well as enhancement and practice of professional skills.
5. According to the analysis, the students in the fashion-related departments of the colleges or
universities in Southern Taiwan obtained score averages which, listed in descending order,
are: 3.88 in cultural literacy, 3.67 in fashion sensitivity and 3.50 in professional skills. This
result reveals that the students’ cultural literacy is the highest of the three; the score averages,
all above 3 also mean that their fashion awareness is at the high-intermediate level.
6. Significant differences caused by gender exist in regard to the three factors: males get an average score of 3.842 while females get 3.66, meaning that the fashion literacy of the males is higher than that of the females.
7. Different departments elicit highly significant differences in the professional skill factors, with the ranking from high to low, is3.80 in fashion and styling, 3.70 in fashion design management, 3.63 in beauty and fitness and 3.62 in cosmetic science and management.
8. The average score in ‘the ways of improving fashion awareness’ is 4.04, which signifies the students are engaged in improving their fashion awareness. The scores of the three factors in descending order low are: 4.12 in internalization of knowledge, 4.03 in utilization of information and creativity and 4.0 in enhancement and practice of professional skills.
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