• Journal of the Korea Fashion and Costume Design Association
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• v.10 no.3
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• pp.37-46
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• 2008

The purposes of this article are segmenting consumers by brand attachment motives and discovering the differences among the segmented groups in relation to clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty, purchased items, and purchased places). The subjects of this study were male and female consumers, who were residents in Seoul, Korea. The data had been collected during May, 2007, and statistical analyses used for the study were factor analysis, cluster analysis, t-test, and chi-square test. The results showed that brand attachment motive is composed of two factors: brand personality/individuality expression and conformity/status improvement. Based on cluster analysis, there were two brand attachment motive groups: individuality expression and status improvement segments. T-test showed that brand attachment motive segments were significantly different in terms of clothing involvement and clothing behavior (ready-to-wear satisfaction, brand loyalty and purchased items). For example, the individuality expression group was more interested in clothing, was more satisfied with ready-to-wear clothing, had higher brand loyalty, and usually purchased casual wear. Meanwhile, the status improvement group had a higher perceived risk in clothing involvement, was less satisfied with ready-to-wear clothing, had a lower degree of brand loyalty, and preferred to purchase formal wear. The results implied that brand attachment motive is an important variable in market segmentation, in which specific marketing strategies should be implemented for each targeted consumers.

• Journal of the Korea Fashion and Costume Design Association
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• v.9 no.2
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• pp.69-83
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• 2007

The purpose of this study was to investigate the differences in the hairdo involvement and hairdo attitude influenced by clothing involvement. In addition, actual conditions of hairdo were investigated. The questionnaires were given to female residents in Seoul and Gyeong-gi province during September to October 2006. Four hundred and six questionnaires were used for data analysis. The collected data were analyzed by using SPSS 12.0 software with various techniques such as factor analysis, Cronbach's alpha, cluster analysis, ANOVA test, Duncan test, frequency analysis and $X^2-test$. The results of this study were as follows; 1. The factors for clothing involvement were found to be interests and pleasure in clothes, coordination of clothes, symbolic representation, fashionableness, and risk awareness. The hairdo involvement factors were found to be interests and pleasure in hairdo, fashionableness, symbolic representation, risk awareness, and coordination of hairdo. The factors for attitude toward hairdo were found to be orientations toward leader's fashion conformity, distinct individuality, constancy, and consciousness of others. 2. According to the level of clothing involvement, three types of group were defined. When difference in the hairdo involvement was analyzed, all factors showed significant differences. When difference in the hairdo attitude was analyzed, significant differences were found in orientations toward leader's fashion conformity, distinct individuality and consciousness of others. 3. Reason for choosing hair style is 'it's because they wanted the hair style', 'it's easy to groom', 'it's what they usually choose'. Average hair grooming time is less than 5 minute had higher rate, and then less than 10 minute came second. The money spend on buying consumption goods for hair treatment per month had the highest rate on spending 10,000 to 20,000won and the source of information on hairdo had the highest rate on hairdresser. The reason for choosing hair saloon had the highest rate on hairdressing skill, which shows that people choose hair saloons which they can trust on hair saloon's hairdressing skill.

• Journal of the Korean Society of Clothing and Textiles
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• v.25 no.2
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• pp.206-216
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• 2001

This study was intended to identify the information search behavior according to the risk perception and clothing involvement. The data were collected via a questionnaire from 369 students of Semyung University in Checheon and data were analyzed by frequency, factor analysis, Cronbachs alpha and multiple regression. The results of this study were as follows; 1. Multiple regression revealed the fact that each type of involvement dimensions were influenced by the risk perception dimensions. Among four involvement dimensions, importance of clothing was the best influenced factor according to the risk perceptions. 2. Also information search behavior was influenced by risk perception and fashion involvement. Among four information search behaviors, industry providing search was the best influenced factor by the risk perception and clothing involvement.

• Journal of the Korean Society of Clothing and Textiles
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• v.32 no.9
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• pp.1467-1477
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• 2008

This research examined how customers evaluate fashion brand collaborations in speculating the collaboration factors, product, model, and designer. Respondents evaluated 8 different collaborate case cards from 1 to 8, presenting a certain fashion brand, who had recently teamed up with various kinds of product companies for collaboration. Product was found as the most important factor in evaluating the collaboration case cards, analyzed through Conjoint Analysis. Respondents segmented additionally by clothing involvement valued different collaboration factors; products for the high clothing involvement group and messenger and designer for the low clothing involvement group. All the segments and respondents chose the best the card presenting blue jeans, Mr. Chang, and B.S. Choi, as similarity for products, fame for mdoel, and similarity for designer, respectively.

• Journal of Digital Convergence
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• v.10 no.10
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• pp.261-275
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• 2012

An increasing number of mountaineers are recently creating diverse consumer needs for mountaineering garments, thereby leading to a production of smart mountaineering garments with diverse-functions. Smart mountaineering garments are increasingly adding to comfort and safety, boosting their market size. This study researched on the Technology Acceptance Model (TAM) to examine factors that influence the intention of consumers to purchase buy mountaineering garments. For that purpose, 641 people aged 20-61 years who experienced in mountaineering were surveyed online. An extended TAM was designed by adding new variables such as fashion involvement and garment involvement associated with the characteristics of clothing products to the variables such as self-efficacy sense, technological innovativeness, perceived enjoyment. The findings of the study suggested that self-efficacy sense influenced perceived usefulness, perceived easiness of use, and perceived enjoyment, while garment involvement and fashion involvement influenced the perceived easiness of use and the perceived usefulness, respectively. Also, the perceived easiness of use influenced perceived usefulness and perceived enjoyment, while the perceived usefulness and perceived enjoyment directly influenced the intention of purchase. Based on the findings of this research, this study seeks to determine factors variables of smart garments purchase intention, and to explore measures to enhance such purchase intention, thereby offering working implications for developing smart mountaineering garments.

• Journal of the Korean Society of Clothing and Textiles
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• v.29 no.8 s.145
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• pp.1049-1056
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• 2005

The purpose of the study was to investigate adolescents' attitudes toward clothing advertisements and, to examine how much the influence of clothing ads on their clothing purchase depends on their clothing involvements. This research was based on a survey method using questionnaires. The subjects for the research were 508 middle and high school students in the area of Daegu City and Gyungbuk Province. Such methods as factor analysis, correlations, ANOVA, T-test and Scheff's test were used to analyze the collected data. The results of this study can be summarized as follows: 1. Adolescents' clothing involvements showed three dimensions such as interest and symbolism, fashion and danger perception. 2. They showed three different attitudes toward clothing ads: positive, negative, and reliant. 3. The degree of the influence of clothing ads on adolescents' clothing purchase was great in the order of media ads, shop ads, discount ads and brand ads. 4. The more interested they were in clothing, the more likely they were to purchase their clothing on their will and the more positive and reliant on clothing ads they were, which they recognized as useful information.

• The Research Journal of the Costume Culture
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• v.9 no.4
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• pp.592-601
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• 2001

This study focuses on fashion adoption behavior of adolescents. The impact of their clothing involvement factors and socio-demographic factors on their fashion adoption behavior was examined. Three core issues were identified for empirical test: 1) Elements of clothing involvement for adolescents; 2) Fashion adoption behavior of adolescents; 3) Impact of clothing involvement elements on fashion adoption behavior. The Likert Type questionnaires were used to measure clothing involvement and fashion adoption behavior. The data of 472 samples drawn from middle and high school students in Taegu Metropolitan City were analyzed by factor analysis, ANOVA, Scheff test, t-test and regression analysis. Main results of the study are as follows. 1 . Concept of the clothing involvement is composed of five dimensions: importance, fashion, self-expression, pleasure, and buying risk. 2. Socio-demographic factors do influence fashion adoption behavior. Average monthly pocket money, expenditures on clothes and household income are found to have statistically significant impacts on the adoption behavior. Female students are more fashion-oriented than male students. 3. The clothing involvement elements are found to have significant influences on fashion adoption behavior: fashion, importance and self-expression elements on fashion innovation; fashion, importance and pleasure elements on fashion information search.

• Journal of the Korean Society of Clothing and Textiles
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• v.27 no.2
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• pp.177-187
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• 2003

The purpose of this study was to investigate the effects of clothing involvement and internet usage on internet shopping attitude and internet purchase of clothing products. The subjects used for the study were 210 male and 338 female college students. The clothing involvement consisted of pleasure/interest, symbolism/expression, and perceived risk factors. The internet usage consisted of information and entertainment uses. The internet shopping attitude had convenience and security factors. The results showed that there were positive relationships between clothing involvement factors and internet shopping attitude factors. Regarding the relationship between internet usage and internet shopping attitude, there was a positive relationship between internet information use and internet attitude for convenience while there was a positive relationship between internet entertainment use and internet attitude for security. According to clothing involvement and internet usage, the respondents were segmented by four groups. The results showed that these segmented groups were different in regard to internet shopping attitude, internet purchase, and demographics. For example, symbolishm/internet information use group considered internet shopping more convenient and purchased clothing more frequently through internet than did other groups. The implications of the study were discussed.

• Fashion & Textile Research Journal
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• v.17 no.3
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• pp.382-391
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• 2015

People are exposed to diverse images and naturally find images to express themselves to others for personalsatisfaction. They present ideal images that they desire to obtain or actual images that they already have. People find differences between ideal images and actual images as well astry to overcome differences by managing appearance or purchasing fashion items. The congruence between real and ideal self-images and perceived body images stimulate clothing involvement or consumer confidence to influence fashion innovativeness and fashion opinion leadership. Fashion leaders are known for confidence when making buying decisions on new fashion products and are more likely to influence other consumers to buy new items. This study useda structural equation model to understand the influence of perceived self and body image on clothing involvement and consumer confidence as well as define how perceived images influence fashion leadership through clothing involvement and consumer confidence. The results of this study indicated that self-image congruence has a positive impact on social body image and personal body image. A positive influence of perceived body image on clothing involvement and consumer confidence was also detected. Fashion opinion leadership could be explained by clothing involvement and consumer confidence; however, fashion innovativeness could only be explained by consumer confidence.

• The Research Journal of the Costume Culture
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• v.29 no.6
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• pp.795-809
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• 2021

The purpose of this study was first, to clarify the clothing benefits that Uzbek female college students seek through clothing products; and second, to determine whether there is a difference in clothing involvement and clothing purchasing behavior according to the type of clothing benefits. Data were collected from 290 female university students from Tashkent, Uzbekistan, and analyzed using factor analysis, K-means group classification analysis, ANOVA, Duncan test, χ²-test, and frequency analysis. Respondents were classified into four types according to their clothing benefits: individuality/economy-pursuit, comfort-pursuit, fashion/brand-pursuit, and indifference. Significant differences were identified in terms of clothing involvement, information sources, clothing evaluation criteria, clothing store attributes, clothing wearing conditions (including monthly clothing expenses), number of purchases per year, clothing purchase location, clothing preference style, and clothing dissatisfaction. The fashion/brand-pursuit and personality/economy-pursuit types were influenced more by fashion and symbolism of clothing involvement, information sources, clothing evaluation criteria, and clothing store attributes. The individuality/economy-pursuit type purchased more frequently, spent more monthly clothing expenses, and used the internet. Clothing store attributes were considered more important by female students than the other attributes. In these results, clothing benefits were identified as consumer characteristics of female Uzbek college students and market segmentation was determined. In addition, it is meaningful in providing basic data for efficient marketing activities and minimizing trials and errors in establishing local-friendly strategies for target customers in different cultures.