Journal of Fashion Business (패션비즈니스)

The Korean Society of Fashion Business (한국패션비즈니스학회)
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A Study on Clothing Purchasing Behavior of the Uzbekistan Students Staying in Korea(1) -The Clothing Wearing Condition and Factors Affecting on the Purchase Intention for Korean Fashion Products-

우즈베키스탄 유학생들의 의복 구매행동에 관한 연구(1) -의복 착용실태와 한국 패션제품 구매의도에 미치는 영향요인 분석-

  • Lee, Okhee (Dept. of Fashion Design, Sunchon National University)
  • 이옥희 (순천대학교 패션디자인학과)
  • Received : 2018.11.07
  • Accepted : 2018.12.27
  • Published : 2019.02.28
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Abstract

The purpose of this study is to offer a base line data to facilitate entrance of a Korean fashion company into the Uzbekistan market by conducting a survey of the Uzbekistan students in Korea. This is done in order to gather data on their clothes wearing condition and factors affecting the purchase intention for Korean fashion products. In this study, a survey was conducted to 260 Uzbekistan students in Korea. The results of the study were as follows: 1) Uzbekistan students bought clothes mainly from road shops and the Internet. They bought a lot of pants, shirts, jackets, jumpers, and preferred to wear black, white, blue, and red color. The dissatisfactory parts were shown in order of the width of trousers, the length of the sleeve, and the shoulder. The most unsatisfying products were the pants and T-shirt. 2) They considered the aesthetics of the fashion products evaluation criteria, the human source and the internet advertisement of the fashion information source, and the customer service of the store selection criteria. These students showed very favorable attitude towards Hallyu and Korea. In addition, their preference and purchase intention for KFP were high. 3) The level of satisfaction on 'quality', 'color', and 'care' of KFP were very high, but lowest on the 'size' and 'price' of the clothes. 4) It was revealed that the attitude toward Hallyu and Korea, the satisfaction and preference of KFP, and demographics have a significant impact on the intention toward purchasing fashion products.

Keywords

Table 1. Demographics

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Table 2. Clothes Wearing Conditions

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Table 3. Size Unsatisfactory Product and Unsatisfactory Area

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Table 4. Clothes Purchasing Behavior

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Table 5. Satisfaction of Korean Fashion Product

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Table 6. Attitude towards the Korean and Korean Fashion

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Table 7. Effecting on the Purchase Intention of KFP

HGPSBI_2019_v23n1_25_t0007.png 이미지

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