• Fashion & Textile Research Journal
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• v.24 no.6
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• pp.744-755
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• 2022

This study sought to verify the shopping values that tourists pursue by purchasing at travel destinations based on tourists' motivation and identify the effects of these values on the types of fashion items preferred by tourists. Furthermore, this study verified the tourist shopping behavior of three Asian countries-Korea, China, and Japan-from a cross-cultural perspective. To obtain a sample that represents tourist shoppers in each country, a survey was conducted on adult men and women in their 20s to 60s, and 986 subjects were collected: 300 Koreans, 385 Chinese, and 301 Japanese. Factor analysis, structural equation modeling, and multigroup SEM were performed on the collected data using SPSS Statistics and AMOS. Based on escaping-seeking theory, tourist intentions were divided into escaping and seeking motivations, and tourist shopping values were divided into functional, emotional, and social. The shopping items were divided into materials and experiential goods to understand the difference between the types preferred by tourists according to the perceived value. In addition, differences in tourist shopping behaviors according to the three nationalities were identified. The findings illustrate that the escaping motive affects emotional and social values, whereas the seeking motive affects all three. Moreover, it was confirmed that functional and emotional values affect preference for material and experiential goods, but social value only affects preference for material goods. For the cross-cultural study, differences in tourist shopping behavior according to nationality were identified.

• The Research Journal of the Costume Culture
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• v.14 no.5
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• pp.850-863
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• 2006

The purpose of this study was to investigate if star marketing of on-line shopping malls affects consumers' WOM effect, and to compare the differences of consumption behavior between female teenagers and college students. Two hundred five female teenagers and college students who had purchased fashion goods through internet shopping mall participated in this study. For data analysis, descriptive statistics, factor analysis, t-test, and multiple regression were used. As the results, first, recognition of celebrity advertising models was classified into three factors such as 'trust of product', 'attractiveness of product' and 'leading interest of product' factors. Second, the greater exposure to celebrity models, the greater the good feelings about them, showing respondents' positive consumption behavior. Third, results of multiple regression revealed that behavior of pursuing celebrities' style accounted for 37% of the explained variance WOM behavior. Finally, t-test revealed that female college students were affected more by celebrity style and bought fashion items than female teenagers. However, female teenagers conducted more WOM behavior than college students. Based on these results, on-line fashion marketers would use these data for more their efficient fashion marketing strategies.

• Journal of the Korean Society of Clothing and Textiles
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• v.39 no.5
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• pp.765-777
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• 2015

This study examined the e-WOM acception and transmission motive of Chinese online fashion product shoppers in their 20s and analyzed the effect of acception and transmission motive factors on acception and transmission behavior. This study investigated the effect of acception and transmission behaviors on purchase satisfaction. Analysis was conducted with data collected from 373 Chinese individuals in their 20s. Data were analyzed with factorial analysis, ANOVA, multiple regression analysis, chi-square test, paired t-test, and Cronbach's ${\alpha}$ using SPSS 18.0. The results were: 1. The factor analysis of e-WOM acception motive extracted two factors: risk reduction and confidence. The factor analysis of e-WOM transmission motive extracted three factors: Compensation/pleasure, advice, and emotion expression. 2. The two motives of e-WOM acception affected acception behavior. Confidence motive affected acception behavior more than risk reduction motive. The three motives of e-WOM transmission motives affected transmission behavior. Transmission behavior affected by advice, compensation/pleasure, and emotion expression in order of significance. 3. e-WOM acceptance behavior affected purchase satisfaction more than transmission behavior.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.8
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• pp.918-932
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• 2011

This research examines shopping motives, information search of e-fashion consumers and their behavioral intentions (word of mouth, repurchase and site switching intentions). The survey was conducted from December $17^{th}$ 2010 to January $5^{th}$ 2011 and all respondents had previous experiences with on-line purchase of fashion items. The study finds that an information search has three dimensions, recreational search, informative search, and rational search. The effects of both hedonic and utilitarian shopping motives on information search and behavioral intentions are significant. In addition, recreational and informative search have a positive impact on word of mouth and site switching intentions, while repurchase intention is influenced by an informative search. Rational search has a positive effect on switching intention only. Finally, there are significant differences by gender in shopping motives, information search and behavioral intentions.

• Fashion & Textile Research Journal
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• v.8 no.4
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• pp.427-432
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• 2006

The purpose of this study was 1) to segment the market of inbound Japanese tourists based on the importance of tour activity that tourists perceived and 2) to examine the behavior of each segmentation purchasing cultural fashion items in Korea. Data were collected using a self-administered questionnaire survey in Seoul. Clustering analysis, Chisquare, and ANOVA test were used to conduct the data analysis on 288 out of 400 questionnaires. The inbound Japanese tourists market was segmented into 3 groups; culture oriented group, shopping oriented group, and multi-activity group. Three groups were significantly different in terms of age, income, purchase amount, purchase criteria, and degree of shopping satisfaction. Marketing strategies for segmented markets were discussed.

• Fashion & Textile Research Journal
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• v.4 no.3
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• pp.235-242
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• 2002

The purpose of this study was to investigate the types of perceived risk of Internet shopping and the impact of perceived risk on purchasing behavioral intention of Internet shopping mall shoppers. A self-administrated questionnaire was e-mailed to INR research (www.inr.co.kr) panel who had purchasing experience of fashion product through Internet shopping mall. The perceived risk was reduced when the innovativeness increased and purchasing experience in Internet shopping mall increased. The financial risk had an effect on purchasing intention, and social/psychological risk had impact on revisiting intention and word-of-mouth intention negatively. The performance risk perception had significantly negative influence on word-of-mouth intention. Internet using time per week, purchasing experience and Internet innovativeness were positive impact on purchasing behavioral intention of Internet fashion product.

• The Research Journal of the Costume Culture
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• v.22 no.5
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• pp.743-759
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• 2014

The purpose of this study is to identify the antecedents of consumers' decision postponement on purchasing fast fashion brands. Ongoing search behavior, overchoice confusion, and similarity confusion were considered as antecedents. It was hypothesized that ongoing search behavior influences decision postponement both directly and indirectly through overchoice confusion and similarity confusion. Data were gathered by surveying university students in Seoul, using convenience sampling. Three hundred five questionnaires were used in the statistical analysis, which were exploratory factor analysis using SPSS and confirmatory factor analysis and path analysis using AMOS. Factor analysis proved that ongoing search behavior, overchoice confusion, similarity confusion, and decision postponement were uni-dimensions. Tests of the hypothesized path proved that ongoing search behavior influences decision postponement indirectly through overchoice confusion. In addition, similarity confusion influences decision postponement. The results suggest some confusion reduction strategies for marketers of fast fashion brands. Suggestions for future study are also discussed.

• Journal of Global Scholars of Marketing Science
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• v.15 no.1
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• pp.81-103
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• 2005

This study intends to examine whether consumers, especially buying apparel product postpone purchase in the beliefs of price break in the near future. For this research objectives, the dynamic price expectation effect model for apparel product is proposed and is applied to weekly sales data and price information of 43 women's apparel brands from a department store over the spring season. The main results are summarized as follows. 1. Dynamic price expectation effect model is developed and the model is more robust to apparel product than Gutenberg model, which is not considered these conditions. 2. By applying the model to empirical data, we find out the price expectation effect in the apparel product; concretely there are 23 brands out of 43 brands. This study confirms the price expectation effects in the apparel product theoretically and extends the research boundary of price expectation effects.

• Journal of the Korean Society of Clothing and Textiles
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• v.35 no.9
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• pp.1028-1038
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• 2011

A blog has significant effect as a new online medium and as a tool to share information with its powerful networking function. Blogs are established based on personal experience and their impact is stronger than conventional media in terms of informativeness, credibility and interactivity. Such characteristics of blogs lead to blog commitment (a phenomenon that has behavioral consequences) that eventually influences consumer fashion purchase behavior. The more a consumer is interested in fashion and seeks diverse information from a wide range of media, the more personally committed they become to certain blogs; in addition, they will also post the results of their fashion product purchases on their blog to further create and reproduce information. This research discovers how blog commitment affects fashion product purchase behavior and information reproduction activity among consumers as well as explores the impact of blog characteristics and information variety seeking by individual consumers on these factors. The data was collected from 428 adults who purchased a fashion product based on information they found on a blog. The results are as follows. First, blog characteristics are composed of accessibility, interactivity, credibility of the information, and informativeness. Second, in terms of the blog commitment, informativeness, credibility, and consumer information diversification (respectively), turned out to have positive effects; in addition, accessibility and credibility had positive effects for corporate blogs. The comparison between private and corporate blogs showed that consumers tend to be more committed to private blogs. Third, in terms of the brand attitude, private/corporate blog commitment, credibility, and consumer information diversification (respectively) had a positive influence. Fourth, blog characteristics and consumer information diversification led consumers (through private/corporate blog commitment) to form a favorable attitude towards the brand and purchase products that resulted in information reproduction of the purchased product.

• Journal of the Korean Society of Clothing and Textiles
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• v.38 no.2
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• pp.216-230
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• 2014

The importance of the Chinese fashion market is increasing; therefore, this study investigates the possibility of implementing a Word-of-Mouth (WOM) marketing strategy among Chinese students in Korea. This study examines the effects of consumer characteristics (similarity, opinion leadership, and fashion innovativeness), awareness of Korean fashion brands, satisfaction with Korean fashion products on WOM experiences and WOM behavior (off-line as well as on-line). A total of 161 responses from Chinese students in Korea were gathered and analyzed using SPSS 20.0 for descriptive statistics, factor analysis, and regression analysis. The results show that consumer characteristics (except similarity) significantly influence WOM experiences, opinion leadership influence off-line WOM behavior, and fashion innovativeness influence online WOM behavior. However, similarity has no influence on WOM experiences and WOM behavior. Second, Korean brand awareness affect both WOM experiences and behavior; however, satisfaction with Korean fashion products only affected WOM experiences. This study showed the feasibility of conducting a WOM marketing strategy using the WOM effects of Chinese students in Korea. The study may help the Korean apparel industries establish an entry strategy for the Chinese market.