• Journal of the Korean Society of Clothing and Textiles
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• v.48 no.4
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• pp.729-743
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• 2024

This research explores consumer preferences for materials in different clothing product categories, using web-crawling and text mining techniques. Specifically, the study focuses on the material-related terms found in consumer reviews across three distinct product categories: functional clothing, formal shirts, and knit sweaters. Top-selling products within each category were identified on the Naver Shopping website based on the volume of reviews, and the four most-reviewed products were selected. Six hundred reviews per product were analyzed using the Textom big-data analysis software to determine the frequency of material-related mentions and word associations. The analysis utilized two comparative metrics: product category and usage duration. Our findings reveal notable variations in the material preferences mentioned by consumers across different product categories. The study suggests a need to re-evaluate existing standardized review criteria to better reflect consumer interests specific to each product category. Additionally, an increase in material-related terms in reviews over one month indicates the potential importance of extending the duration of product reviews to enhance the accuracy of information that reflects longer-term consumer experiences with material quality.

• Fashion & Textile Research Journal
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• v.24 no.5
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• pp.567-576
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• 2022

This study aims to determine the effects of the experiences of ZEPETO platform users on their attitudes and purchase intentions. A survey on 10-20 Korean and Chinese virtual fashion consumers was conducted. Brand experiences were independent variables, and offline purchase was the dependent variable. The results showed that, first, among the four factors of the brand experience, Korea and China have the highest explanatory power. Second, the brand experience of Korean consumers significantly impacted their brand attitude. Additionally, cognitive and emotional experiences of the brand positively impacted their brand attitude. Third, the brand experience of Chinese consumers significantly affected their brand attitude, and among the sub-factors of brand experience, cognitive experience positively affected brand attitude. Fourth, the brand experience of Chinese consumers significantly influenced their offline purchase intention, and among the sub-factors of brand experience, cognitive experience positively influenced their offline purchase intention. Overall, an emotional branding strategy that provides brand and product information must be implemented for the Korean market encouraging consumers to develop a positive and emotional connection with the brand. The Chinese market would benefit from formulating a reliable branding strategy that easily provides a wide range of brand and product information focusing on cognitive experiences.

• Journal of the Korean Society of Clothing and Textiles
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• v.46 no.5
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• pp.848-867
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• 2022

As an emerging market with rapid economic growth, while being a key region of the K-culture expansion, Vietnam draws increasing scientific attention. This study focuses on the MZ generation, Vietnam's leading consumer group, revealing their consumption value structure. An online survey was used for data collection purposes, investigating 368 Vietnamese consumers between 18-37 years of age. Six value dimensions were derived as results of the present analysis: functional, emotional, social, ethical, self-expression, and autonomy-oriented value. Among them, functional value includes two sub-dimensions of utility and price, while emotional value entails three sub-dimensions, namely hedonism, novelty, and aesthetics. 'Self-expression value' and 'autonomy-oriented value', reflecting the characteristics of the MZ generation, who actively express themselves and respect proactive decision-making, are becoming important standards of the consumption attitude of young Vietnamese. Moreover, the pursuit of 'novelty' was derived as a factor reflecting emotional values, revealing an association between hedonic consumption, and seeking for newness and difference. Furthermore, the relationships between each consumption value dimension, respective demographic characteristics, and global consumption propensity were investigated. The present findings aim to provide insights into young Vietnamese consumers' attitudes and intend to serve as a foundation for future research.

• Journal of the Korean Society of Clothing and Textiles
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• v.47 no.4
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• pp.646-665
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• 2023

This study attempted to examine the characteristics of fashion cross-border e-commerce(CBEC) by analyzing about 35.7 million cases of customs clearance data received from the Korea Customs Service. The demographic characteristics of consumers and the features of products purchased from 2019 to 2021 were explored. Next, the association rules between products, brands, and websites were analyzed by men and women in their 20s to 50s. The results are as follows. First, women purchased more clothing products than men, and overall, consumers tended to purchase products at low prices every year. Second, the most commonly purchased products were T-shirts, bags, and other shoes. In the list clearance, the purchase frequency of international open markets increased for three years; in general clearance, the proportion of luxury brands was high every year. Finally, in the list clearance, the relationships between bags, other shoes, pants, and overseas open markets were significant, while the relationships between wallets, bags, and luxury brands were significant in general clearance. Based on this study, domestic companies participating in or competing against the CBEC market can develop appropriate strategies for merchandising and sourcing clothing products.

• Fashion & Textile Research Journal
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• v.14 no.5
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• pp.791-802
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• 2012

This study promotes education, purchase, and advertisement activities related to eco-friendly apparel products. The study examined college students and their demographic characteristics, their recognition of and interest in, knowledge, purchase, and attitude towards advertisements related to eco-friendly apparel products. In this study, 337 students from various universities in Daejeon participated in a questionnaire survey from March 7 to March 25, 2011. The collected materials were analyzed by frequency analysis, factor analysis, cluster analysis, cross tabulations analysis, and t-test using SPSS 18.0 software. The results of these tests revealed that more students from the upper grades belonged to the Environmentally Friendly Group compared to those in the Non-environmentally Friendly Group. It was also found that students in the Environmentally Friendly Group had a higher level of consciousness and expressed a greater interest in eco-friendly apparel products as well as towards the launch of educational programs. Additionally, this group was more supportive of the need for new courses and had a higher likelihood to enroll in these courses. The research results revealed that (compared to the Non-environmentally Friendly Group) the Environmentally Friendly Group exhibited a greater satisfaction with the designs of eco-friendly apparel products and had more experience to examine advertisements about eco-friendly apparel products; in addition, they expressed a higher likability and reliability to these advertisements. The results also showed that the Environmentally Friendly Group believed that advertisements had persuasive power and were quite impressive in recalling the advertisements.

• Journal of the Korean Society of Costume
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• v.67 no.3
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• pp.1-14
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• 2017

Cycling has become a popular leisure activity, and many cycling enthusiasts have used cycling clothes as a form of expression, which often comes in wide range of colors. The study shows the importance of color in cycling clothing to meet the emotional needs of consumers. Furthermore, this study aims to provide comparative analysis between color of domestic and overseas cycling clothing brands, and color preference of Korean consumers in order to provide data, which can be used in satisfying consumers' needs for personal expression and emotional demands. Thus, the study expects to identify consumers' satisfaction for cycling clothing. The consumers were categorized by the frequency of cycling and their interest in fashion, and the following categories were made:potential consumers, casual cyclists with low fashion involvement, casual cyclists with high fashion involvement and frequent cyclists with high fashion involvement. Consumers preferred dark colors for their cycling clothing including jacket, top and pants, while 'frequent cyclists with high fashion involvement' preferred more diverse colors and tones. In the cycling clothing market, white and black were major colors, while red, orange and blue were major colors of chromatic color. In terms of shade, dark shade dominated the market. Comparing between preferred color and preferred product color, black was preferred for both, but no other colors showed such tendency. This study is based on empirical analysis and verification of color, which is the emotional element appealing to specific and segmented sports-apparel market. The study revealed that the data could be applicable to the design of future products.

• Science of Emotion and Sensibility
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• v.7 no.4
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• pp.1-6
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• 2004

The purpose of this study was to investigate the female college students' preferences to the images of both western and eastern pictures, and positive/negative perception on to the model's nationality in the apparel advertizing pictures of fashion magazines. 100 students participated in the survey, and 20 stimulus pictures were shown to them. The results were as follows: The female college students preferred the western images than the eastern images in the pictures of bedroom, palace and beer, while they preferred the eastern images in the pictures of snack and famous drawings of a beauty. But they showed more positive attitude to all the western models' advertizement pictures than the eastern models' ones, in casual wear, formal wear, watches and inner-wear divisions except in men's formal wear division. This meant that the perception of female students on western images was positive and it seems stimulating the consumers preferences of brand images.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.6
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• pp.885-898
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• 2015

This study develops scales to measure clothing consumption values for Korean male consumers. This study conducted qualitative and quantitative research to explore a new clothing consumption value among males as well as investigate empirically the measurement of clothing consumption values. In-depth interviews and focus group interviews were collected for qualitative research on 20 Korean men in their 20s-40s who had experience with 2 types of stores in Korean men's fashion. An analysis of qualitative data based on grounded theory approaches identified 6 factors and 15 items. For the empirical research, the questionnaire which consist of 9 factors and 46 items were developed by the results of grounded theory approaches and prior studies. Final measurement scales were based on 651 data used in exploratory factor analysis (EFA) and a confirmatory factor analysis (CFA). All subjects were in their 20s-40s. The result from CFA suggested 4 factors and 18 items with showing acceptable construct validity and discriminant validity. Therefore, this study confirmed that clothing consumption value for Korean male consumer consist of ostentatious and brand value, epistemic and possession value, conditional value, and reasonable value. These constructs will provide critical insight in understanding and segmenting Korean male consumers.

• Journal of the Korean Home Economics Association
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• v.44 no.5 s.219
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• pp.21-33
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• 2006

The purpose of this study were 1) to analyze customer relationship management(CRM) based on the online customer experiences by product types (i.e., men's, women's, casual, sports wear), 2) to analyze CRM based on the off-line customer experiences by product type, and 3) to examine customer purchase behavior of fashion products and internet usage behavior by product types. Survey and 1:1 interview were conducted from January 13th to May 16th, 2005. Six consumers from each brand (i.e., 3 loyal customers and 3 general customers) in a total of 24 customers were selected from each product type. For the data analysis, content analysis and descriptive statistics (i.e. frequency) were used. Among the key study findings first, as a result of the on-line CRM experience, the customers of men's wear preferred receiving customized information through e-mail or SMS service. The customers of sports wear preferred receiving a different level of information and participating in customized product service. Second, as a result of the off-line CRM experience, the customers of men's wear need to be encouraged to join a membership at a sales encounter and the customers of women's wear preferred receiving quick information of new products and participating in a design development planning of the merchandising process. Third, the purchasing behavior of the customers of women's wear are influenced mostly by the salesperson and the store atmosphere when they purchase clothes and the customers of men's wear are price-sensitive. The results of this study can be used when fashion brands perform strategic planning and decision making on CRM.

• Journal of the Korean Society of Clothing and Textiles
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• v.31 no.8
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• pp.1157-1167
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• 2007

Internet communications have provoked new forms of online word-of-mouth(WOM) communication and it has become more powerful. At this point, this study analyses the effects of information characteristics(direction, consensus) of online WOM. Especially, quasi-experiment can systematically manipulate the direction and the consensus of online WOM information and it perceived the difference in the effects in this study. Female consumers who have purchased clothing at online shopping mall in past 6 months participated in the experiment by completing 4 type questionnaires(N=600). Data are analyzed using Cronbach's ${\alpha}$, t-test, one way ANOVA, two-way ANOVA, Duncan's multiple range test. The Results of this study are as follows: (1) The direction of online WOM information significantly influences consumer's reliability of information, attitude, and purchase intentions. These effects are more significant when negative WOM information than positive information and two-sided information was given. (2) Though there is the difference in reliability of information, the consensus of online WOM information does not have influences on consumer's attitude and purchase intentions. (3) Consumer's clothing involvement is related to WOM information searching. The highly involved consumer is more effected by online WOM information than the lowly one.