• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.1
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• pp.83-94
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• 2002

This study was intended to identify fabric impact on decision-making process for clothing purchase, to determine evaluation factors of clothing, and to analyze consumer's preference for fabric on clothing purchase. 396 questionnaires distributed to college students were analyzed by descriptive statistics, oneway ANOVA, correlation, factor analysis and multidimensional scaling. The results are as follows; (1) Fabric impacted on the pre-purchase evaluation and the post-purchase process. (2) 4 factors - physical properties, outer-consciousness, self-satisfaction, and appropriateness- were determined as evaluation factors. Though fabric was included in the physical properties, fabric presented high correlations with other evaluative elements. (3) The most preferred fabric was being composed of natural fiber in fiber contents and having softness in sensation. As a result of multidimensional scaling, 2 dimensions of fabric sensation were developed as 'soft-hard'and 'thin-thick'.

• Journal of the Korean Home Economics Association
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• v.36 no.2
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• pp.145-160
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• 1998

This study was designed to investigate purchasing and post-purchase behaviors of middle-aged wives in buying townwears, an well as to examine socio-demographic variables, physical variables, psychological variables, and their influences on. The data included 374 housewives in Seoul and Pusan. Statistics used for data analysis were Frequencies, Means, Standard Deviation, t-test, ANOVA, Pearson's Correlation. The major finding are as follows: 1. The level of post-purchase satisfaction marked higher than middle point. 2. Post-purchase satisfaction differed significantly in income, health-state, identity, stress perceptivity, income satisfaction, sense of comparison, and propensity to consume.

• Journal of Digital Convergence
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• v.11 no.3
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• pp.41-48
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• 2013

Emerging three-dimensional television (3DTV) as a new IT product shows a possibility that television is not for just watching broadcasting, but an attractive tool for applying it to our real life. Three dimensional television is generally more effective and attractive than two-dimensional television (2DTV). But it still needs continuous technological improvement to solve its inherent limitations until many customers decide to purchase 3DTVs without hesitation. Innovative products like 3DTV encounter a quality problem leading purchase decision by customers. Quality is regarded as one of the most important factors affecting customers to adopt and use the product. Furthermore, measuring quality effectively is considerable for the 3DTV research. In this paper, we suggest the Analytic Hierarchy Process(AHP) method for evaluating 3DTVs in a view of quality. We describe quality criteria affecting the 3DTV selection through a literature survey and develope an analytical method for measuring quality. We classify the quality of 3DTV into four types and suggest a concept of the quality ratio as a measurement criteria instead of the quality gap. Though a numerical example, we show how priorities of 3DTV with versatile manufacturers is computed.

• Korean Business Review
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• v.17
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• pp.83-110
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• 2004

In modern society, there exists a growing tendency that the product image, rather than the substance of the product, is given more and more emphasis. In other words, consumers tend to purchase a product whose brand image coincides with their self image. Today, it is one of the essential factors for marketing strategy of a modern enterprise to have brand image perceived by consumer self-image. The image, by affecting the perception of consumers, explains the reason why some consumers choose one brand out of many brands that are available to them. Furthermore, brand-image perceived by consumers becomes more important factor in improving the company's market share. For this research, we investigated the theoretical background based on previous studies and collected statistical data through a market survey. The results of the actual research indicate that the attributes of the images differ notably depending upon demographic attributes; that the brand image judged by a customer is positively correlated to the customer's self image; and that the regression analysis of the purchase intention in accordance with coincidence of independent variables proved to be insignificant. But the correlation analysis of the variables shows that the sensuous image of a perceived brand image product notable differences in the purchase intention. Most of Consumers tend to prefer certain brand of causal wears in accordance with their cognized brand-image and self-image: social self-image and actual self-image. Corporate must not spare any effort to establish differential advantage. through better image or changing image. Also marketers have to identify the strengths and weakness of their brand in relation to the competition in setting up their brand management strategy. In conclusion, the outcomes of the study suggest that the consumers purchase the images of the brands, rather than the products themselves. Accordingly, in the clothes markets with similar quality levels, the emphasis should be put on differentiation of the brand images in order to further increase sales and maximize profits.

• Journal of Intelligence and Information Systems
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• v.6 no.1
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• pp.17-34
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• 2000

본 논문에서는 분신과 지능형 쇼핑에이전트에 입각한 새로운 개념의 가상현실 인터넷 쇼핑몰을 제안한다. 특히 본 논문에서 제안하는 인터넷 쇼핑몰은 기존의 쇼핑몰과는 달리 전체적인 설계를 웹에 기초한 의사결정지원시스템 즉 웹 DSS 개념에 기초하고 있다 일반적으로 전통적인 DSS의 경우 모델 데이터 그리고 사용자 인터페이스를 기본 구성요소로하고 있는데 본 논문에서 제안하는 인터넷 쇼핑몰은 모델로서는 지능형 쇼핑에이전트를 데이터로서는 각종 제품 정보 및 상용자 기호를 사용자 인터페이서로서는 분신(Avatar) 및 웹 환경을 전제로 한다. 특히 본 논문에서 제안하는 인터넷 쇼핑몰의 모든 의사결정지원과정은 웹 DSS 개념에 기초한다. 또한 소비자들의 흥미성과 몰입감 증대를 위하여 전체적인 환경을 가상현실로 하였다 본 논문에서 제안하는 인터넷 쇼핑몰인 VRISA의 특징을 요약하면 우선 라이프스타일 에이전트와 선호속성 에이전트를 가지고 있어서 이를 기초로 하여 소비자의 라이프스타일 확인 및 선호속성을 파악할 수가 있으며 또한 해당 라이프스타일 및 선호속성에 맞는 제품을 추천할 수도 있다 이같은 에이전트의 작동결과는 분신으로 반영되어 해당 분신이 적절한 제품을 소비자에게 추천할 수 있으며 모든 제품추천환경 및 분신의 작동환경은 가상현실 환경으로 구축되어 있어서 소비자들의 흥미성과 몰입감을 증대시킬 수가 있다. 이는 소비자들의 구매의도 향상에 크게 기여할 수가 있다.

• Journal of the Korea Fashion and Costume Design Association
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• v.11 no.1
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• pp.181-192
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• 2009

본 연구는 소비자가 다른 사람과 차별되며 특별하게 지각되고자 하는 성향을 나타내는 소비자의독특성 욕구와 의복에 대한 관심이 브랜드 인식, 브랜드 충성, 및 구매의도와의 어떠한 관계를 지니고 있는지를 밝히고자 하였다. 특히 이러한 관계에 있어 문화간의 차이가 있는지를 알아보기 위하여 한국과 미국 소비자를 대상으로, 소비자특성이 구매의사결정에 미치는 과정의 모형을 검증한 후, 두 모형을 비교 분석하였다. 자료는 설문지를 사용하여 한국과 미국대학생을 중심으로 수집되었으며, 응답이 부정확하거나 불성실한 설문지를 제외하고, 총 485부-한국 271부와 미국 214부-만이 최종 자료 분석에 사용되었다 본 연구에서 사용한 통계분석방법으로 신뢰도 검증을 위하여 SPSS 11.0을 이용하여 신뢰도 계수를 구하였으며, Prelis 2와 Lisrel 8.53으로 확인적 요인분석 및 모형검증을 실시하였다. 한국과 미국소비자의 선택친 모형을 비교한 결과, 전반적인 모형의 구조에도 차이를 보였을 뿐 아니라 각 변수간의 영향력에도 차이가 있음을 나타냈다. 소비자의 독특성 욕구의 하위차원인 '독창적 선택'과 '브랜드 충성도'의 관계는 두 그룹간의 반대의 성향을 보였으며, '비대증적 선택'과 '브랜드 인식'도 또한 한국 소비자는 정의 관계를 보인 반면, 미국소비자는 부의 관계를 나타냈다. 이와 더불어 유사성을 회피하려는 한국소비자들은 브랜드에 충성하는 경향이 있는 반면, 미국소비자들은 브랜드 인식도가 높은 것으로 나타나 두 문화간의 차이가 있음을 뒷받침하였다. '브랜드 충성도'는 두 집단 모두 '구매의도'에 상대적으로 높은 영향을 미치는 것으로 나타났다.

• The Journal of the Korea Contents Association
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• v.17 no.4
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• pp.275-284
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• 2017

Modularity has merits in modifiability of product structure management and product arrangement. This feature helps consumer to expand the selection of products and to get customized products. Also consumers are drive satisfaction and reduce a post-purchase dissonance from role in a 'prosumer'. But expanding product's alternative would cause the overload confusion by rising complexity of information handling. Purpose of the study is to verify how interaction about option size and personal disposition are effected consumer's overload confusion. For this purpose we deducted 3 personal dispositions 'Regulatory focus', 'Product familiarity', 'Self-efficacy' that presented lead to potential effect of personal information handling by previous research. By statistical inquiry prevent focus group had perceived more overload confusion than promotion focus group in an expanding option size circumstances. And low Product familiarity and Self-efficacy group had perceived more overload confusion than high Product familiarity and Self-efficacy group in a expanding option size circumstances.

• Journal of Korean Home Economics Education Association
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• v.33 no.4
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• pp.139-157
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• 2021

The purpose of this study is to derive implications for Korean home economics curriculum to emphasize consumer competency of adolescents by analyzing the content components of consumer competency presented in 'consumer life' area of middle school home economics curriculum of 3 states in the U.S. The analysis results and implications are summarized as follows: First, the U.S. home economics curriculum is composed of various contents, including credit management, savings/investment/ insurance, taxes, and financial situation, and financial decision-making, to improve adolescent's understanding of finance. In the next revision of Korean curriculum, for financial stability in prolonged life after retirement, it is would be necessary to include contents on basic financial knowledge and technology for financial information utilization so that students can establish financial plans for different life stages in consideration of various variables such as changes in economic environment, etc. Second, the U.S. home economics curriculum was developed to help students make better purchase decisions by applying economic concepts such as prices and interest rates, economic trends and the impact of demand and supply, purchase methods and contract conditions, etc. However, Korean home economics curriculum only focus on purchase plan and purchase decision-making process. It would be necessary to foster consumer transaction competency by introducing economic concepts suitable middle school level. Third, to emphasize "consumer civic competency", Ohio was focusing on "claim of consumer rights" and Wisconsin was focusing on the "acceptance of consumer responsibility." In order to enhance adolescent's consumer civic competency, it would be necessary for Korean curriculum to balance the claim of right and the acceptance of consumer responsibility in the following term, and to emphasize the contents on consumer policies, laws and consumer advocacy to create a consumer environment where consumer sovereignty is realized.

• Journal of Families and Better Life
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• v.21 no.4
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• pp.41-53
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• 2003

The purpose of this study is to understand and verify the incentives as an important market environment and to help consumers use them effectively, and consequently to improve the consumer welfare. This study examined the representative incentive, the sales promotions which can effect on the consumer decision making process and current issues of them. For the purpose, a coffee specialty store was hypothesized and the subjects were 20∼30 years old, since the sales promotions can be more effective toward the younger consumers making their decisions low-involvement goods and services. The conclusions can be summarized as follows; Consumers understand the advantages and disadvantages of sales promotion very well, and use them rationally and usefully to maximize their satisfaction. the sales promotions act as incentives in the all steps of decision making processes. Generally, consumers prefer to get things at a good price, so in this survey, the discount coupons and the point accumulative membership had more effect than others. Consumers pointed out controversial issues of the sales promotions as follows: the sales promotions could bring about cost rising and unnecessary and/or impulse buying, and stir up speculative motivation. These are common serious problems in the sales promotions. The sales promotions are very useful tools in promoting sales but not fundamental in the long run. Marketers and manufacturers should keep it in mind that the best way to satisfy the consumers is to keep all things in good quality and moderate price.

• The Research Journal of the Costume Culture
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• v.24 no.6
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• pp.803-816
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• 2016

The purposes of this study were to investigate the influences of channel assessments on the usage of multi-channels by product types, and the differences in the usage of multi-channels among product types in buying decision making process for fashion products. Data were collected from 510 consumers in their 20s to 50s with purchasing experiences through multi-channel distribution system and living in Seoul and Kyunggi province; 491 were analyzed after deleting incomplete questionnaires. Factor analysis, multiple regression analysis and one-way ANOVA were used for statistical analysis by using SPSS 18.0. The results were as follows: 5 factors were extracted for channel assessment: utility, accuracy, risk, price benefit and sharing information. Price benefits, utility and sharing information for online channel tended to influence positively on the usage of online channel and online+offline channels. Accuracy and low perceived risk of offline influenced positively on offline and on+offline channel usages. The usage levels of on-line and off-line channels for cosmetics were significantly lower than the usage levels for clothes and accessories on information search, evaluation of alternatives, and purchase stages. Significant differences were also found in the usage levels of multi-channels (on+off-line) on information search and evaluation of alternatives stages. The usage levels of the multi-channels for clothes were the highest followed by those of accessories and cosmetics in order.