The Role of Social Factors on the Fashion Trends (Case of Study: Female Students in Islamic Azad University of Andimeshk)

Abstract

The fashion and increase of consumers cultural is an important problem. This paper studies the effective Socio-Cultural Factors on the fashion trends among the girl student's in Andimeshk. About 200 girls in Andimeshk (South west of Iran) were randomly chosen. The research method was survey and correlation with questionnaire. The data were analyzed through SPSS package along with Pearson coefficient correlation, Spearman coefficient correlation, ANOVA, multivariable regression and path analysis as well. There is a positive relationship between foreign mass media, self-tendency and imitation rate with the fashion trends. There is a negative relationship between religion with depend variable. There isn't a relationship between mass media and social class with fashion trends. The multivariable regression analysis shows that the independent variables explain 52.1% of changes in fashion trends. Variables like self-tendency, foreign mass media and imitation rate have the most influence on dependent variable. The direct, indirect and total influence on depend variable were 0.86, 0.37 and 1.23.