• Journal of the Korea Fashion and Costume Design Association
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• v.12 no.1
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• pp.11-24
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• 2010

There has recently been increasing male college students' interest in and expenditure on fashion apparel. Specifically, the younger generation has a tendency to take an interest in knitwear due to its potential benefits such as elasticity and flexibility. The purpose of this research is to identify male college student's knowledge and buying behavior of knitwear and to provide the related information to academicians and industrial personnel. The subjects of this research were male college students in their twenties who live in Seoul and Gyounggi areas. 450 questionnaires were randomly distributed to the 20s male students from April 20, to May 4, 2009, and 409 questionnaires were correctly received. The results are as follows: First, Male college students' interest in knitwear is not above the average. Second, they focus more on a practical value of knitwear than on an aesthetic value of knitwear. Third, when purchasing knitwear, male college students first consider design, followed by color, pattern and quality. Forth, male college students want to be shown as a neat image when they wear knitwear.

• The Research Journal of the Costume Culture
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• v.13 no.1
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• pp.161-173
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• 2005

The Main objective of this study was to investigate the relationship between shopping orientations and Knit wear Buying Behavior of female college students in the U.S. age 18 to 33. The questionnaires for this survey were developed to measure knitwear purchasing behavior, including sources of information about knitwear, evaluative criteria of knit wear product, attributes f store preference for knitwear, and shopping orientation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students were classified into five subdivisions by cluster analysis; cautious shopping group, recreational shopping group, self-confident shopping group, shopping indifferent group, price conscious shopping group. In the case of fashion information sources of knit wear, significant differences were found according to shopping orientation subdivision in observation of others' and famous people's clothing, fashion shows, fashion articles in magazines, newspapers, and on the Internet, and shop displays. The evaluation criteria of knit wear product were significantly different depending on shopping orientation subdivision in fashionable, brand and store name, appropriate for different occasion, prestige. The store attributes of knitwear were significantly different depending on shopping orientation subdivision in product knowledge of sales personnel, store atmosphere, display of merchandise, layaway payment plan, price level, ease of parking and access, and new fashion.

• Korean Journal of Human Ecology
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• v.18 no.2
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• pp.431-439
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• 2009

This research aims to invest consumers' purchase behavior and preference of F/W season knit wear to prepare for basic data in producing competitive knit wear which can meet consumers' demands. The results are as follows: 1. Consumers in their twenties are largely purchasing their knit wear at bonded clothing shops, consumers in their thirties at outlet stores and consumers in their forties and fifties at department stores. As for preferred materials in knit wear, the twenties like 100% of cotton, the thirties mixed wool, and the forties and the fifties 100% of wool. Across all age groups, they prefer knit wear pattern with no figures, while they consider its design and color as important factors in purchasing F/W knit wear. 2. As for the wearing sensations of F/W knitwear of three age groups, there are not significant differences in other factors except a factor of 'jacket length'. 3. As for the fitting sensation about F/W knit wear, consumers with 'thin' somatotype feel high comfort in the factor of 'girth', while consumers with standard somatotype feel high satisfaction in the factor of 'length'.

• Journal of the Korean Society of Clothing and Textiles
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• v.26 no.7
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• pp.1055-1065
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• 2002

The specific objectives of the survey were as follows: 1) to survey the knit wear purchasing behavior of the women in their twentieth and thirtieth, 2) to investigate the popular design, color, pattern and material, 3) to analyze the difference of knit wear purchasing behavior and preference. The data was on the base of the results of 321 pcs survey reports. The analysis methods was Means, Percentage, Frequencies, t-test and One-way ANOVA. The results of this study were as follows: 1) Most women were purchasing knit wear for combination with having other clothes. They were satisfied for design, color, activity and quality, but not for size changing after washing, keeping problems and raising of pilling. They liked simple or classic design, mono or pastel color, and no or simple skip pattern, check pattern. 2) The Single women were more purchasing knit wear by impulse for soft and easy handling, combination with other clothes, meet fashion trend than married women. And the women in their twentieth were get more informations for knit wear from mess media and displayed shop than the women in their thirtieth.

• Journal of the Korea Fashion and Costume Design Association
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• v.14 no.1
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• pp.43-59
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• 2012

The purpose of this study was to compare knitwear design preferences and purchase behaviors of university students by sex. The subjects were 493 university students in Daejeon and Gongju provinces. The research method was a survey and measurement instruments were 16 stimuli which were manipulated of knitwear shape and self-administrated questionnaire (knitwear design preference items, knitwear favorite image items, purchase behavior items and subject' demographic attributions). Data were analyzed by factor analysis, frequency analysis, t-test, Cronbach' ${\alpha}$ using SPSS program. The results of the study were as follows. First, as for pullover designs according to pullover shape factors, male preferred classic design with normal round neck, set-in sleeves and normal length, whereas female preferred various designs with normal round, normal V or deep V neck, set-in sleeves and normal or long length. Second, there was significant difference by sex in knitwear patterns and materials. Male preferred geometric patterns and 100% cotton, whereas female preferred natural patterns and blended cotton. Third, 4 factors were emerged on knitwear favorite images(casual image, modem classic image, active image and characteristic image). Especially, there was significant difference by sex in active image. Male preferred active image, whereas female did not. Fourth, as for knitwear purchases, male considered fitting as important purchase criteria, whereas female considered design or style. Male used department stores for purchasing, whereas female used Bosejeom for independent fashion. Male preferred high quality knitwear to female.

• The Research Journal of the Costume Culture
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• v.14 no.4
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• pp.542-555
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• 2006

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students in the U.S. The questionnaires for this survey were developed to measure knitwear purchasing behavior and benefits segmentation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students in the U.S. were classified into fourth subdivisions by the cluster analysis. In the case of fashion information sources of knit wear, significant differences were found according to benefits sought subdivision in observation of famous people's clothing, fashion articles in magazines and newspapers, TV advertisements, Newspaper advertisements, advice of salespeople, and Catalogs. The evaluation criteria of knit wear product of consumers were significantly different depending on benefits sought subdivision in design/style, quality of construction, fashionable, brand and store name, pleasing to others, prestige, and sexy. The store attributes of knitwear product of consumers were significantly different depending on benefits sought subdivision in friendliness of sales personnel, product knowledge of sales personnel, brand names, new fashion, and variety of products. The outlook for the industry of knitwear look to remain bright, there should be a continuous effort to research and invest in consumer satisfaction of knitwear.

• The Research Journal of the Costume Culture
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• v.18 no.2
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• pp.304-321
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• 2010

The purpose of this study was to investigate the sensation seeking tendency and knitwear purchase behaviors of high school girls. The data were obtained from 475 high school girls at 6 high schools located in Daejeon. The method of study is a survey consisted of sensation seeking tendency items, knitwear purchase behavior items and demographic attribution. Data were analyzed by frequency, variance, crosstabs, and correlation analysis using SPSS WIN 17.0 program. The results of study are as follows. First, high school girls generally liked knitwears by reason of comfort and activity. Most girls purchased the knitwears to wear ordinary casual wear(81.5%). They usually thought sweater and cardigan to be representative of knitwears. Also, they mostly purchased the knitwears of simple and active design, achromatic color, 100% cotton, and solid or simple stripe pattern. The design and price were considered as important evaluation criteria in knitwear purchase. The information sources used by them were store display, friends, and internet. Second, the knitwear purchase behaviors of high school girls showed the difference between groups with high- and low-sensation seeking tendency. The most important factor of knitwear purchase was an unique and characteristic design in high group and a simple and active design in low group. In conclusion, high school girls liked knitwears and had different knitwear purchase behaviors according to the sensation seeking tendency.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.2
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• pp.47-62
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• 2011

The purpose of this study was to investigate the knitwear preferences and purchase behaviors of university students. The subjects were 493 university students in Daejeon and Chungnam Provinces. The method of this study was a survey and measurement instruments were 34 stimuli which were manipulated pullover patterns and shapes and self-administrated questionnaire with knitwear design preference items and knitwear purchase behavior items. Data were analyzed by factor analysis, frequency analysis, Cronbach'${\alpha}$, t-test, ANOVA and $Sch{\acute{e}}ffe$ test using SPSS program. The results of the study were as follows. First, university students most preferred achromatic colors, pastel tones, solid patterns, and 100% cotton. Second, as for knitwear purchase behaviors, university students considered the esthetical factor to be most important among 4 dimensions (comfortable, esthetical, economical, and conspicuous factors) as important purchase criteria, and they used internet web sites for knitwear purchases. Third, there were significant differences in preferred pullover shape depending on neckline shape, neck depth, sleeve shape and clothing length. University students preferred the classic pullover design with V neckline, normal neck depth, set-in sleeves and normal length. Fourth, university students preferred the cloud motif and riding man motif among the 9 Baekje traditional motifs and one point small pattern on the left chest and crosswise bending pattern for pattern arrangement.

• Journal of the Korea Fashion and Costume Design Association
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• v.13 no.4
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• pp.51-67
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• 2011

The purposes of this study were to segment male university students on the basis of benefit sought in clothing, and to investigate knitwear image preference and purchasing behaviors of each segmented market. The research method was a survey and subjects were 249 male university students in Daejeon and Chungnam province. The questionnaire consisted of measurement items for benefit sought in clothing, knitwear image preference, knitwear purchasing behaviors, and subject's demographic attributions. The data were analyzed by Cronbach's ${\alpha}$, factor analysis, cluster analysis, ${\chi}^2$ test, ANOVA and Scheffe test. The results were as follows. First, male university students were segmented into 6 consumer types (practicality pursuit, individuality pursuit, comport pursuit, brand pursuit, social status pursuit, and unconcern type) by benefit sought in clothing. Second, male university students generally preferred dandy image and causal image, however, brand pursuit type more preferred trendy image, and practicality pursuit type more preferred active image than other consumer types. Third, the segmented markets showed many differences on knitwear purchasing behaviors. On clothing selection criteria, practicality pursuit type considered resonable price as important, whereas brand pursuit type considered brand reputation. On fashion information source, individuality pursuit type considered store display and other people's clothing, while unconcern type considered advice from friend and family. On main purchasing place, individuality pursuit type more used speciality store with no brand, whereas brand pursuit type more used department store and brand store than other consumer types. The results of this study supported that benefit sought in clothing can be useful as an effective variable for market segmentation.

• Journal of the Korea Fashion and Costume Design Association
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• v.15 no.4
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• pp.29-45
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• 2013

The purpose of this study is to provide base line data required to establish a viable knitwear marketing strategy targeting young people by comparing and analyzing preference and buying behavior of customers in their twenties. A survey was conducted in 2009 and 2013 on people in their 20's male and female living in Busan. The total of 362 people participated in the survey and the results are as follows: Firstly, the seeking factors for knitwear were utilization factor, functionality factor, care for clothing factor, economics factor and vogue factor. Secondly, a differentiated marketing strategy targeting 20-something customers needs to be established as there was a steep rise in the number of customers purchasing clothes on online shopping malls using smart phone devices according to the survey.'Low-price, broad-line strategy'is also required as those surveyed preferred stores offering a wide choice of designs with reasonable price. Considering the survey results that a growing number of people tended to buy a variety of knitwear items regardless of the seasons, knitwear production needs to be diversified in terms of designs and materials. Thirdly, the survey revealed that pastel-colored knitwear was preferred for spring/summer season whereas knitwear with achromatic colors was voted the most-preferred one during the autumn and winter season. In terms of knitwear shapes, the gap between genders continues to narrow and tendency sensitive to fashion trend became more apparent reflecting the change of the times.