• 복식
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• 제17권
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• pp.93-117
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• 1991

• 한국의류학회지
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• 제36권5호
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• pp.562-572
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• 2012

Market mavens are known as powerful consumers for the diffusion of market information in general fields. This study investigates the market mavens in fashion consumers. Data were gathered by surveying university students in Seoul, using convenience sampling; 312 questionnaires were used in the statistical analysis. This study proved that consumers recognized the existence of market mavens and the importance of market mavens' information and their evaluations. In regards to the demographic factors, the more clothing expenditures and family income then the higher the tendencies of the market maven. Market mavens were consumers who were aware of marketer's persuasion but showed no differences in marketplace interfaces. Market mavens were particularly interested in dressing styles and were highly convinced in their abilities to make fashion decisions.

• 복식
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• 제14권
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• pp.185-198
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• 1990

The purpose of this study is to identify and profile Korean women's fashion opinion leaders on demographic, psychological and communication channels dimensions. The questionnaire was administered to 1204 students from a purposively selected. women's universities in Seoul. The data was analyzed using $X^2$-test, t-test, multiple regression analysis and discriminant analysis, The significance level was set at. 05. The major findings derived from analysis are as follows: 1. Fashion opinion leaders are generally come from families with higher income, more education and higher occupational status than followers. 2. Fashion opinion leaders are more likely to be exhibitionistic, self-confident, individualistic, risk taking and gregarious than followers. 3. Fashion opinion leaders are more exposed to impersonal communication media, especially to fashion magazines than followers. These findings imply an obvious usefulness for both manufacturers in the apparel industry as well as retailers to help them in the identification of their target market for the introduction and acceptance of fashion items.

• 복식문화연구
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• 제26권5호
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• pp.777-792
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• 2018

As social media has become a part of daily life, new types of online opinion leaders are emerging, and in turn, changes in traditional fashion leaders and leadership are expected. Considering such changes, this study attempted to reexamine fashion leader types and influence characteristics from the perspective of college students as fashion followers. Students were asked to write an essay identifying their fashion leader and how and why they were influenced by him or her. Sixty essays entitled "My Fashion Leader" were collected and content-analyzed. A total of 78 fashion leaders were identified and categorized into four types including celebrities, social media influencers, friends/family/acquaintances, and people seen on the street in order of frequency. Influence characteristics of the identified fashion leaders included superiority, role model, similarity, and familiarity. Similarity was observed across all types of fashion leaders, while superiority and familiarity were identified for celebrities and friends/family/acquaintances, respectively. The results imply that celebrities, mostly those from the TV, movie, and music industries, are still important as fashion leaders in society regardless of their communication style, while friends/family/acquaintances as opinion leaders within a consumer group are important to provide information, advice, and help. However, social media influencers between the two groups are expanding the influence.

• 한국식생활문화학회지
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• 제9권4호
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• pp.379-394
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• 1994

본 연구의 결과를 요약하면 다음과 같다. 1. 무공해식품의 구매동기로는 건강상의 이유(4.43/5점)가 가장 높았으며, 그 다음으로 영양가의 이유(4.01), 맛의 이유(3.39)의 순으로 나타나 무공해식품이 지닌 장점이 곧 소비자의 구매동기로 작용하고 있었다. 2. 첫번째의 무공해식품의 주정보원은 TV 라디오(65.1%)이었으며, 2위는 신문과 잡지(35.4%), 3위는 가족 친구 친지의 조언 상담(26.1%)으로 나타나 매스컴은 주요한 무공해식품의 정보원으로 활용되고 있었다. 3. 무공해식품의 구매시 전반적 고려정도(3.97/5점)가 상당히 높았고, 7가지 고려사항이 모두 높게 나타나 이 7가지 사항이 평가기준으로 활용되고 있었으며, 특히 위생상태와 신선도(4.37/5점), 영양가(4.13), 안전성(3.99)을 상당히 고려하는 것으로 나타났다. 또한 무공해식품의 의견선도자는 매스컴(53.5%)이었으며, 구매시 자녀(50.6%)와 남편(34.3%)을 고려하여 구매하는 경향이었다. 4. 첫번째로 이용하는 구매장소는 슈퍼마켓(67.9%)이었으며 두번째의 장소로는 백화점(42.1%), 세번째로는 시장(35.5%) 및 인근가게(27.0%)로 나타났다. 또한 구매시 전반적 확인정도는 높았으며, 확인사항으로는 유통 보존기한(4.63)과 제조일자(4.59), 포장의 손상여부(4.47)는 반드시 확인하고 구입하는 경향이었으나, 제조회사명(3.83)을 확인하는 경우가 다소 낮았으며, 환경마크 및 품질보증표(3.91)와 식품첨가물(3.96)도 확인하는 경향이 높았다. 5. 구매 후 전반적 불만족도는 그다지 높지는 않았으나, 가격(4.03), 제품함량 부족(3.61), 성분과 제조날짜의 표시 미기재 및 불명확(3.45, 3.23)에 대해서 다소불만족한 것으로 나타났다. 6. 무공해식품의 전반적 고려정도와 확인정도에 영향력을 미치는 가장 큰 변수는 무공해식품에 대한 관심도이었으며 그 다음으로는 주택유형이었다. 또한 전반적 불만족도에 가장 큰 영향 변수로는 소득으로 나타났으며, 그 다음으로도 주택유형으로 나타났다. 즉 무공해식품의 관심도가 많고 아파트에 거주하는 집단에서 무공해식품의 구매시 고려정도와 확인정도가 높으며, 소득이 많고 아파트에 거주하는 집단에서 무공해식품에 대한 전반적 불만족도가 높았다.