In context of korean bathhouses, korean women do not define a towel as something to be used to cover their bodies because they are influenced by

I believe the answer is: the nonmaterial component of Korean culture.

Non material component of a culture refers to component of the culture that we could not physically touch. This could include things such as gestures, language, values, folkways, norms and mores. In the example above not covering bodies with towel is influenced by norms rather than the towel.