Abstract
This research is aimed at explore the Chinese women's psychological security under the influence of self-clothing image, image congruence and appearance orientation. A regression analysis of 272 Chinese women found that, first, all sub-factors of psychological security have a positive impact on their self-clothing image, image congruence and appearance orientation except for self-discipline. Second, self-clothing image had a positive influence on image consistency and appearance orientation, while image consistency had a positive effect on appearance orientation. This research upon these factors, not only contribute to a theoretical basis for understanding the types of women's psychological security, but the conclusion has marketing information and practical significance for clothing enterprises
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