• Journal of the Korean Society of Clothing and Textiles
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• v.33 no.7
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• pp.1086-1097
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• 2009

Consumers have more choices for apparel products as e-shopping grows. This study examines the importance of apparel product attributes and classifies online apparel buyers into groups based on product attribute evaluation in various choice sets. For the empirical research, the online survey was conducted and Latent Gold Choice 4.0 was used for the choice-based conjoint analysis. Five consumer segments are found based on the choice selection of product attributes. The importance of product attributes (online shopping mall, brand, price, and style) and the preference of each product attribute level were different across segments. This research improves the knowledge of the purchasing behavior of online apparel buyers and provides proper attribute combinations of apparel e-shopping for each consumer segment.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.10
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• pp.1719-1727
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• 2001

본 연구는 심리적으로 불안정하여 준거집단이나 사회의 영향을 민감하게 받으며, 의복과 외모에 관심이 높은 청소년을 대상으로 전통적 가치관이 무너지고 소비 지향적인 물질주의 가치관이 팽배한 사회 분위기 속에 이들의 심리적 변수인 가치관이 의복행동에 영향을 미치는 지를 알아보고자 하였다. 연구방법은 서울의 강남과 강북에 위치한 고등학교 1학년 남녀 학생 530명을 대상으로 선행연구에서 사용된 척도를 사용한 실증연구를 하였다. 자료 분석은 SPSS/PC$^{+}$프로그램을 사용하여 t-test, ANOVA, MANOVA등을 실시하였다. 연구결과, 물질주의 가치관은 청소년의 의복착용행동에 영향을 미쳐, 물질주의 가치관이 높은 청소년은 물질주의 가치관이 낮은 청소년에 비해 의복 착용시 심미성을 더 중시하고 의복에 대한 관심과 의존도가 높으며, 의복을 또래집단과 비슷하게 입으려는 동조성도 더 높았으며 의복을 통해 과시하려는 경 향도 높았다. 그러나 의복착용시 정숙성은 그리 중요하게 생각하지 않았다. 물질주의 가치관은 청소년이 의복을 구매할 때도 영향을 미쳐, 물질주의 가치관이 높은 청소년의 의복구매동기는 물질주의 가치관이 낮은 청소년에 비해 더 충동적이고 과시적이며, 유행과 개성 지향적인 것을 알 수 있었으나 실질적이거나 실용적인 구매동기는 상대적으로 약한 것으로 나타났다. 물질주의 가치관에 따라 청소년의 의복 구매시 사용하는 정보원천과 즐겨 구매하는 장소도 차이가 나타나, 물질주의 가치관이 높은 청소년이 물질주의 가치관이 낮은 청소년보다 의복 구매시 정보를 얻기 위해 더 많은 정보원천을 사용하며, 다양한 구매장소를 활용하며, 더 비싼 의류제품을, 더 자주 구매하며, 쇼핑을 위해서도 더 많은 시간을 할애하는 것으로 나타났다. 이와 같은 결과로 청소년의 물질주의 가치관은 이들의 의복관심과 의복착용 그리고 구매에 지대한 영향을 미친다는 것을 알 수 있다.

• Proceedings of the Costume Culture Conference
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• 2003.04a
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• pp.74-75
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• 2003

최근 케이블 TV의 보급, 인터넷의 보편화, 위성방송 등을 통한 DM(Direct Marketing)이 확대되면서 유통업계에서 무점포유통에 대한 시장가능성은 더욱 증대되고 있다. 이렇듯 무점포 유통 중 TV 홈쇼핑 시장은 점점 확대해가고 있으며, TV 홈쇼핑에 대한 소비자들의 의식도 많이 변해 가고 있다. 특히, 소비자 특성 중 소비자 관여도는 정보탐색이나 구매행동에 영향을 주는 요인으로 소비자 행동 연구에 중요한 위치를 차지하고 있다. 따라서 이러한 소비자의 관여도가 TV 홈쇼핑에서도 중요한 영향을 미칠 것으로 보인다. (중략)

• International Commerce and Information Review
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• v.19 no.4
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• pp.3-28
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• 2017

This study examined factors, such as benefit perception, risk perception, product, and website, which affect consumer attitude toward overseas direct purchase. To achieve this, 298 Korean consumers who have experienced overseas direct purchasing were analyzed. The results show that delivery risk and product risk were the most influential determinants of the level of trust level in overseas direct purchase sites. In addition, the results of this study confirm that the level of trust in overseas direct purchase sites has a strong influence on both the intention to recommend and the intention to continue patronizing the site. Moreover, this study conducted a mean difference analysis according to the types of overseas direct purchases (overseas direct delivery, overseas purchasing agency, and overseas delivery agency) and product categories (clothes, food and beverage products, and household appliances). This study lists various practical implications that can be applied to each overseas direct purchase service by firm and consumer characteristics.

• Journal of the Korean Society of Clothing and Textiles
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• v.37 no.6
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• pp.737-749
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• 2013

As more famous and luxurious fashion brands enter the online market, the changes in the online market include those in the composition of merchandise, price image, and consumer behavior. Focusing on these changes, this study examines the relation of consumer price attitude and impulse buying behavior towards internet apparel purchases. Data were obtained from 377 males and females in their 20s-40s who purchased apparel from an internet mall. Convenience sampling through the internet was performed. Collected data were analyzed by descriptive statistics, factor analysis, t-test, ANOVA, Duncan test, and regression analysis using SPSS for Windows 12.0. The results of this study are as follows. First, four dimensions of consumer price attitudes towards internet apparel purchases were found that included price-quality/prestige, sale, value for money, and low price orientation. Second, the influence of consumer price attitude on impulse buying is significant. As the price attitude of price-quality/prestige orientation and sale orientation increases, impulse buying orientation is stronger. Third, there are partially significant differences on the sub-dimensions of consumer price attitude and the influence of price attitude on impulse buying by gender and age. This study will be of help to internet companies by providing information in regards to a price attitude-based marketing strategy and an adequate response to customer impulse buying.

• Fashion & Textile Research Journal
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• v.16 no.4
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• pp.596-603
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• 2014

The purpose of this study was to find affecting consumer's usage motivation on purchase satisfaction and repurchase intension when purchasing fashion products in social commerce. The data were collected via a self-administered questionnaire from 239 male and female who living in Busan with experience in social commerce purchasing fashion products. Using SPSS 20.0 and AMOS 20.0 package, Cronbach's ${\alpha}$, a confirmotory factor analysis and a structural equation modeling analysis were performed. The results are as follows. Hedonic, economical efficiency and interaction without information provide subjective norms significantly influenced the purchase satisfaction. And aforementioned subjective norms significantly influenced repurchase intension, too. The purchase satisfaction positively influenced the repurchase intension. Therefore, social commerce sellers of fashion products ought to offer variety price benift and promotion to raise the purchase satisfaction and repurchase intension. To offer variety price benift, they should respond sensitively to the price set by comparing prices with other sellers. And promotion to raise the purchase satisfaction and repurchase intension need to consider such variety of missions, discount coupons or event and mileage. In addition, they should develop customer service system for interaction with customer and connect to the repurchase increases the purchass satisfaction through faster customer response to the product information or sales, service.

• 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.

• Journal of the Korean Society of Clothing and Textiles
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• v.30 no.3 s.151
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• pp.396-406
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• 2006

This research explored perfume consumption behaviors and fragrance sensibility attitude according to perfume involvement level. Data were collected by surveying 241 female college students who are recognized as a core consumer group for perfume products in Korea. The collected data were analyzed through descriptive analysis, factor analysis, and t-test. In results, 241 respondents were classified into 2 groups with respect to perfume involvement. Group difference was found in some of consumption behaviors and fragrance sensibility attitude. Specifically, the high involvement group used more often and spent more money on perfume, than did the low involvement group. Also, people highly involved with perfume shopped more often in perfume specialty stores, considering smelling test as the more important information source than did people in the low involvement group. Young females most liked delightful and young sensibility of perfume fragrance while they disliked stimulating and strong fragrance. People in the high involvement group preferred sophisticated and modem feelings of perfume fragrance more than did people in the low involvement group. Based on results, product development and marketing implications were generated.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.7
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• pp.775-786
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• 2011

This study examines whether there are differences in the evaluation of clothing products according to self-efficacy in purchasing clothes. A total of 300 surveys were distributed and 231 were used for analysis. The data were analyzed by regression and factor analysis. The results are as follows. First, there were significant differences in the product attributes considered according to self-efficacy in purchasing clothes. The consumers with high self-efficacy considered diverse product attributes comprehensively when making purchase decisions and had significantly higher score in perceived value and post-purchase satisfaction level than the consumers with low self-efficacy. Second, there were differences in the attributes of clothing products that effects perceived value according to self-efficacy in purchasing clothes. The attributes of 'clothes that I like' and 'necessary clothes' had a significant effect on perceived value for both consumers. The attributes of 'design that suits me' and 'inexpensive price' had significant effect on perceived value on consumers with high self-efficacy while the attributes of 'harmony with other clothes' had a significant effect on perceived value for consumers with low self-efficacy. Third, there were differences in product attributes and the perceived value that influenced post-purchase satisfaction level according to self-efficacy in purchasing clothes. The attributes of 'design that suits me' and perceived value had a direct effect on the post-purchase satisfaction level four consumers with a high self-efficacy. For the consumers with low self- efficacy, the attributes of 'clothes I like', 'necessary clothes', and 'design similar to that of usually purchased products' had a direct effect on post-purchase satisfaction level; however, the effect of perceived value was not found.

• Proceedings of the Costume Culture Conference
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• 2004.04a
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• pp.123-126
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• 2004

소비자들은 매일 수많은 브랜드를 접하며 브랜드를 매개로 하여 자신들의 욕구를 충족시켜 주는 대상인 제품을 구매한다 브랜드는 출처를 표시하고 품질을 보증하며 광고선전을 담당하는 기능을 할 뿐만 아니라, 이를 바탕으로 기업에게 가치를 제공하는 매우 중요한 자산으로 부각되고 있다. 현대사회에서는 생활용품과 같은 소비재에서부터 산업재에 이르기까지 거의 모든 제품이 브랜드화 되었으며 이전에 브랜드화 되어 있지 않던 농산물, 축산물과 같은 원료성 제품들도 브랜드화가 이루어지고 있다(Stobart, 1994). (중략)