• Science of Emotion and Sensibility
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• v.15 no.2
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• pp.193-200
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• 2012

The purpose of this study was to investigate the consumer sensibility according to the arrangement and area-ratio of a stripe, and the necktie width. The experimental materials developed for this study were a set of stimuli and necktie sensibility scales. The stimuli were 27 color pictures, in which the necktie width(narrow, medium, wide), stripe arrangement(horizontal, vertical, oblique), and stripe area-ratio(1:1, 1:2, 1:3) were manipulated. The 7-point scale was used for the consumere sensibility. Data were obtained from 270 men and women in their 20s and 30s living in Seoul, Gwangju, Daegu, Jinju, and Changwon on November 2011. For the data analysis, ANOVA and Duncan-test were used by using SPSS program. Results of this study were as follows.; The factors of consumer sensibility according to the arrangement and area-ratio of a stripe, and the necktie width consisted of five dimensions of attractiveness, grace, individuality, ability, and activity. The necktie width showed an independent effect on attractiveness and grace. The stripe arrangement showed an independent effect on attractiveness, grace, individuality, and ability. The stripe area-ratio showed an independent effect on grace. Also, interaction effects of the necktie width and stripe area-ratio on ability were found. The study results are highly expected to be used as valuable sources in plans for necktie products.

• Science of Emotion and Sensibility
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• v.19 no.4
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• pp.83-94
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• 2016

The aim of this study was to investigate effective expression method of performance information of functional clothing and preferred alternatives for the categorized consumer groups according to the perception about the functional outdoor jacket. 472 males and females in their 20s-60s' were surveyed and their answers were analysed and categorized by using SPSS 21.0 statistical program. For the study, four different expression methods for waterproof & breathable fabric, 'illustration only', 'illustration+Korean text', 'illustration+foreign text', and 'chart with Korean text', were presented and asked for finding correct answers. The analysis was done for three categorized consumer groups from the former study, 'unconversant/brand & design pursuing group', 'conversant/function pursuing group' and 'high price/high function preferring group'. The results showed that regardless of groups, 'picture only' was the most preferred method and 'graph' was the least. However, the percentage of correct answers for the 'graph' was the biggest, especially for 'conversant/function pursuing group'. It implied that the effective expression method should be differentiated depending on the target consumer groups. 'Conversant/function pursuing group' more agreed on the need for additional information, such as 'after-washed performance', than other two groups.

• Design Convergence Study
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• v.14 no.1
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• pp.47-61
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• 2015

Along with the advent of the digital era, the media environment in which an informant would convey information one-sidedly has evolved more towards engaging customers to actively participate and produce contents themselves. This change in content consumption behavior has brought about the new marketing paradigm. The new communication strategy is interactive marketing, which enhances brand-imprinting Effects, and has been consistently proposed these days. This study aims to examine these brand-imprinting effects through an empirical study and to propose an application plan. Therefore, methods of approach for engaging customers' participation and the methods of experiences are categorized by types through the case analysis of various domestic as well as international interactive marketing techniques. In addition, in-depth interviews have been carried out in order to verify the influence of interactive marketing on brand-imprinting effects. Through the interview, potential needs of customers were found. Based on the findings, marketing strategies that utilize interactive media installation for brand-imprinting effects have been constructed. First, to utilize a space for a medium of communication between customers and advertising media. Second, using storytelling as a construct that focuses on the individual's situation. Third, to design interactions that are proper to the situation and context.

• Proceedings of the Korea Society of Costume Conference
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• 2001.04a
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• pp.44-45
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• 2001

다양해지는 소비자들의 패션에 대한 개성적 표현 욕구에 따라 우리나라 미용산업은 헤어, 메이크업과 피부미용, 네일케어 분야로 전문화.세분화되면서 토탈 패션산업의 주요영역으로 성장하고 있다. 이러 한 토탈 패션의 등장으로 미용서비스에 대한 수요증가로 양적으로는 상당히 그 규모가 증가했음에도 불구하고, 서버스 품질에 대해서는 고객들에게 확실한 신뢰를 주지 못하고 있다. 이는 국내 미용업계가 미용서비스 제공자의 관점에서 일방적인 서비스를 창출하여 왔고, 고객이 바라는 서비스의 내용과 품질을 제대로 파악하지 못하고 있다는 사실을 의미하고 있다. 따라서, 본 연구는 미용실의 서비스품질의 구성 요인을 확인하고. 미용실의 서비스품질과 소비자 만 족과의 관계를 알아보는 것을 목적으로 한다. 이를 위한 본 연구의 연구문제는 다음과 같다. 첫째, 미용실의 서비스 품질을 결정하는 요인에는 어떠한 것이 있는가\ulcorner 둘째, 미용실의 서비스 품질 중 소비자 만족과 관련하여 상대적으로 중요한 서비스 품질 결정요인은 무엇인가\ulcorner 본 연구를 위한 예비조사에서는 개방형 질문(open-ended question)을 실시하였다. 예비조사결과 프랜차이즈 미용실, 시내중심가 미용실 그리고 집.직장 근처 미용실의 3가지 유형의 미용실은 그 규모나 소비 자 인식이 상이하여 미용실의 서비스품질 차원을 연구하는데 유용한 것으로 나타났다. 본조사에서는 설문지법을 이용하였으며, 그 대상은 서울 지역의 3가지 유형의 미용실을 이용하는 고객들중 2 20-30대의 주요 고객층으로 정하였고 편의 표집하였다. 분석방법으로는 신뢰도 검증을 위해서는 Cronbach's 외 alpha값을 활용하였고, 미용실의 서비스품질 차원의 개념 타당성을 알아보기 위하여 LISREL을 이용한 확인 적 요인분석(confirmatory factor analysis)을 실시하였다. 또한 미용실의 유형에 따른 서비스 품질의 차이를 알아보기 위해서 일원변량분석(one-way ANDV A)을 실시하였으며, 서비스품질 속성들 중 소비자 만족을 결정하는 요인들을 알아보기 위해서 다중 회귀분석(multiple regression analysis)을 실시하였다. 본 연구의 결과들을 요약하면 다음과 같다. 첫째, 미용실의 서비스 품질을 결정하는 요인으로 는 물리적 서비스(유형성, 접근성, 청결성), 판매원 관련 서비스(감정배려, 능력), 정책관련 서비스(점포운영, 명성, 신용카드) , 미용기술관련 서비스로 나타났다. 둘째, 미용실의 서비스 품질을 결정하는 요인들에 있어서 점포 유형간의 차이를 분석한 결과 전체적으로 응답자들은 프랜차이즈 미용실의 서버스 품질에 가장 만족했으며, 시내중심가 미용실과 집근처 미용 실 순으로 나타났다. 셋째, 미용실의 소비자 만족을 예측하는데 유의한 서비스 품질 결정 요일을 살펴보면, 프랜차이즈 미용 실은 청결성($\beta$ =.30), 감정배려($\beta$ =.54), 명성($\beta$ =.60), 미용기술관련 서비스 차원($\beta$ =.68)이 결정 요인으로 나타났다. 시내중심가 미용실은 청결성($\beta$ =.39), 직원의 능력($\beta$ =.49), 명성($\beta$ =.59), 미용기술관련 서비스 차원($\beta$ =.68)가 서비스 결정 요인이었고, 집근처 미용실은 청결성($\beta$ =.27), 감정배려 ($\beta$ =.57), 명성($\beta$ =.73), 미용기술관련 서비스 차원 ($\beta$ =.60)으로 나타났다. 이것으로 미용실의 소비자 만족을 예측하는데 유의한 서비스 품질 결정 요인은 청결성, 감정배려, 명성, 상품관련 서비스임을 알 수 있다. 본 연구의 방법론적 의미는 그 동안 개발된 소매점이나 패션점포의 서비스 품질에 대한 평기척도를 우리나라 미용실에 적용해 봄으로써 미용실의 특성인 유행성, 청결성, 미용실의 명성, 직원과의 친분 등을 포함한 미용실의 서비스 품질 차원과 그 신뢰성 과 유용성을 입증하였다는데 그 의미가 있다. 또한 본 연구의 결과는 미용실 서비스에 대한 소비자들의 인식과 각 미용실의 유형에 따른 소비자 만족을 예측하는데 중요한 서비스 품질 결정 요인들을 통해서 좀 더 나은 미용서비스를 정착시키는데 필요한 전략 을 수립할 수 있다는데 실질적 의미를 지닌다.

• Journal of Distribution Research
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• v.7 no.1
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• pp.21-40
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• 2002

The purposes of this study were to examine the conceptual structure of consumer characteristics and marketing elements affecting impulsive buying behavior of the CATV home-shopper on fashion products, and to compare the differences of consumer characteristics and marketing elements between impulsive buying shoppers and non-impulsive buying shoppers in CATV home-shopping. We collected data from 263 females of CATV home-shoppers in Busan. Data were analyzed by factor analysis, t- test, $\chi$2-test, and discriminant analysis. The results showed that the exploratory tendency of CATV home-shoppers was consisted of Patronage-orientation, and Product- orientation. The marketing elements perceived by CATV home-shoppers were composed of Promotion, Product and Payment method. There were differences of consumer characteristics and marketing elements between impulsive buying shoppers and non impulsive buying shoppers. Especially, impulsive tendency of shoppers and promotion factor of marketing were significant variables in the impulsive buying behavior of CATV home-shopping. The results provide information about impulsive buying behavior in CATV home-shopping, useful to consumer behavior researchers and retailers.

• Journal of the Korean Home Economics Association
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• v.43 no.9 s.211
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• pp.27-40
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• 2005

The purpose of this study was to examine the relationship between male consumers' clothing shopping orientation and sex role identity. Since shopping, especially clothing shopping has been traditionally considered a female job, it was expected that male consumers' sex role identity would influence how they approach the task of clothing shopping. Data were collected through an Internet survey firm from men aged between 20 and 40 years(N=199). The major results are as follows: 1. Based on the six clothing shopping orientation factors identified tv factor analysis, the respondents were categorized into 5 distinct groups: Self-Directed Shoppers, Planners, Brand-Oriented Shoppers, Convenience Shoppers, and Impulsive High-Involvers. 2. Five sex role factors were identified by factor analysis: two masculinity factors (strong and reticent) and three femininity factors(gentle, meticulous, and affable). Among these factors, 'gentle' was considered the most ideal, followed in order by 'strong,' 'meticdous,' 'affable,' and 'reticent.' 3. The results of MANOVA showed that the clothing shopping orientation groups statistically differed in their perceived sex role identity as well as in their ideal sex role identity. Overall, Self-Directed Shoppers and Impulsive High-Involvers scored higher in both perceived masculinity and femininity than the other groups. Convenience Shoppers and Planners were high in femininity but low in masculinity. The Brand-Oriented Shoppers were low in both masculinity and femininity. The results indicate that Korean males who are in their 20s and 30s consider androgyny as a desirable state. In addition, those who are high in androgyny are more likely to be highly involved in clothing shopping.

• Fashion & Textile Research Journal
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• v.13 no.4
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• pp.487-498
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• 2011

The purpose of this study was to classify the lifestyles of 20's and 30's male consumers, identify the differences among the lifestyle groups, and analyze clothing values and buying behaviors according to the lifestyle types. The results of the study were as follows. First, as a result of cluster analysis to classify the lifestyles of 20's and 30's male consumers, 4 groups were identified as "adventurous and self-accomplishing type", "positive and socially active type", "active and trend seeking type", and "practical and information-oriented type". Second, 4 factors of Utilitarian Value were classified as "symbolism", "diversity of wearing purpose", "convenience of management", and "physical activeness". Third, 4 factors of Hedonic Value were extracted as "pursuit for confidence", "pursuit for sexual sensitivity", "pursuit for trend", and "pursuit for personality". Fourth, upon analyzing the differences of clothing values based on lifestyles, 4 groups considered the most important value as the pursuit of sexual sensibility. Fifth, the male consumers in 20's and 30's purchased to express individuality and made their own decision on buying the casual wear. Based on these results, adventurous and self-actualizing type and active and trend seeking type were 518 of 684 and represented male consumer in 20's and 30's.

• Journal of Korea Entertainment Industry Association
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• v.13 no.5
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• pp.25-36
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• 2019

The purpose of this study was to investigate the effect of fast food intake, choice, and satisfaction on age among 311 people living in the metropolitan area. The frequency of fast food intake was high in the 20s and 30s, and those in the 40s and over 50s were low, showing a significant difference according to age. Costs for fast food purchases mainly ranged from 5,000 won to 7,000 won. Major sources of information on choosing fast food were mainly from friends and the internet in 20s, and mass media from over 30s. Thirty-nine percent of subjects responded that their dietary habits changed after fast food intake, and the most changes was to like spicy food, followed by eating-out times increased. The factors affecting the choice of fast food were mainly easy to eat, followed by time was not influenced and taste, and taste showed significant difference according to age. Among the subjects who were worried about fast food, 30s showed mainly increase in body weight and over 50s had health problem, and a significant difference was observed according to age. For the improvements in fast food intake, subjects answered in nutrition, hygiene and price in order. Fast food brands, services, menus were the most satisfied in 30s, and 40s were the most unsatisfied, and there was a significant difference. In conclusion, the frequency of fast food intake was higher in young people, and the choice of fast food and satisfaction appeared to be significantly influenced by age. Therefore, data are required to recognize and practice a balanced diet by activating studies on the fast food intake of middle-aged and elderly people and understanding consumer changes.

• Journal of the Korean Society of Food Culture
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• v.20 no.5
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• pp.608-614
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• 2005

The object of this research is to analyze and classify the dining-out behavior and preference on Korean food by age groups and to make counter proposals for better marketing and planning strategies. Major dining out motives were lack of time, the easiness of preparation, and schedule. For lunch, the schedule was the major dining-out motive. For dinner, the respondents in their 30s and below answered social gathering was their major dining-out motive (40.7% and 31.3% respectively). On the other hand, for the respondents in their 40s and 50s, the family gathering was the major dining motive (50.4% and 55.3% respectively) (${\chi}^{2}=68.081,\;p<0.001$). For dining out frequency, 1-2 dining out per a week had the highest percentage, among which the respondents in their 30s was 42.9% (the highest) and the respondents in their 50s was 18% (the lowest). For the dining-out cost, the respondents in their 30s and below spent more on dinner rather than breakfast or lunch. For the menu preference of Korean foods, Doenjangjigae had the highest percentage. In case of Kimchi, the respondents in their 40s showed higher preference than the respondents in their 30s. Interestingly, the preference for Kimchi was higher in the respondents younger than 30 rather than in the respondents in their 30s. and the respondents older than 40 (p<0.05). Preference for Jangachi was considerably low in the respondents younger than 40, which implies that younger people don't incline to traditional Korean Mitbanchan. The dining-out motive was different in each age group. Now, the dining out motive is not restricted to home meal replacement. Social gatherings are increasing and the consumers of dining-out industry are being diversified. These suggest the increased need for classifying and analyzing the consumers by age groups to get more information on consumer behavior and tastes.

• The Research Journal of the Costume Culture
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• v.25 no.1
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• pp.1-15
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• 2017

Social commerce is a kind of internet shopping mall in which consumers purchase the products with other consumers through mutual interactions including the development of SNS(social network service). Social commerce has expanded rapidly as a mainstream online shopping mall over the past five years driving consumers to purchase more fashion products providing the cheaper prices than open market internet shopping mall. The purpose of this study is to identify the important parameters of social commerce characteristics and consumer characteristics that affect repurchase intention and word-of-mouth intention. A 221 survey questionnaire was distributed to men in their 20's and 30's who live in Seoul metropolitan area. The data were analyzed utilizing Cronbach's ${\alpha}$, factor analysis, and regression analysis using the SPSS 18.0 program. The results revealed, first, that in terms of social commerce characteristics, three variables(website reputation, interactivity, and product scarcity) influenced repurchase intention. Among them, website reputation identified as the most important factor influencing repurchase intention and word-of-mouth intention. Second, with regard to consumer characteristics, interest and a tendency toward impulse buying affected the repurchase intention, and interest and internet shopping experience have influenced the word-of-mouth intention. Among three variables interest in social commerce identified as the key factor affecting both repurchase intention and word-of-mouth intention. The results of the study provide the practical implications and suggest the business strategies to enhance social commerce in the future by identifying the key social commerce characteristics and consumer characteristics that influence male consumers' buying behaviors.