• 한국생활과학회지
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• 제20권4호
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• pp.849-860
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• 2011

This study explores a structural model to examine the relationship between web browsing motivation, retail strategy and purchase conversion for apparel on shopping websites. A self-administered questionnaire based on existing scales includes web browsing motivation, retail strategy, and purchase conversion intention of apparel on the shopping websites. A total of 499 usable questionnaires were obtained from consumers aging 20 to 49 who reside in metropolitan cities in Korea. For data analysis, descriptive statistics, exploratory factor analysis, confirmatory factor analysis, and structural equation models were used via SPSS 12.0 and LISREL 8.8. Findings concluded that web browsing motivations consisted of three factors: hedonic, informational, and recreational browsing for apparel. Hedonic browsing had a negative effect on purchase conversion intention, whereas informational browsing had a positive effect on the purchase conversion intention for apparel on shopping sites. Retail strategies on the website were classified into service, merchandise assortment, and price & promotion; the three elements of retail strategies mediated the relationship between web browsing motivations and purchase conversion intention for apparel. Specially, merchandise assortment had significantly direct effect on the purchase conversion intention of apparel on shopping websites. Managerial implications were discussed for fashion marketers to develop retail strategies and web content in order to convert web browsers or visitors into purchasers.

• 한국의류학회지
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• 제30권11호
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• pp.1495-1506
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• 2006

The purposes of this study are to investigate the formation and the change of apparel retail structure historically with the viewpoint that the retail structure is affected by the process of economic development. This study was done by literature research method and the result of this study is the following. The tailor and seamstress shops, the first clothing shops in Korea, were replaced by ready-made shops, because mass production system which had developed with the industrialization of Korea increased the advantage of economy of scale compared to handicrafts individual one. After that, the production system of apparel industry had been efficient continuously, while retail system had not. The retailing of famous brand apparel conducted by exclusive franchise store caused supplier oriented markets where the opinion and the desire of consumers were not reflected. While the retailing of the unknown brand apparel handled by small retail stores were inefficient. As the apparel industry matured in 1990s, various types of new stores appeared such as specialty stores, discount stores, TV home shopping, internet shopping, outlet malls, and big fashion stores in Dongdeamoon. These new stores have features of seeking profits in mass merchandising. As these large retail stores grow, the apparel retail structure of Korea is changing from a fragmented market to a vertically integrated one. This change is shown by the decrease of stores per inhabitants. With the change of environment, the apparel retail system which has lagged behind comparatively is expected to develop into more efficient system based on the large capital investment which raise the advantage of economy of scale.

• 패션비즈니스
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• 제13권3호
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• pp.62-76
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• 2009

The purpose of this study is to identify apparel consumers' immoral shopping behaviors from apparel retail sales associates' perspectives. As a first step to understand immoral consumer behaviors in apparel retail setting, the study took an exploratory approach using five focus-group interviews with 35 apparel salespeople. The immoral behavior of fashion (product) consumers was divided into two categories: one was the immoral behavior associated with the product, and the other was the immoral behavior relative to the consumer. The immoral behavior associated with the product was classified into three types: shoplifting, inappropriate returns, and damaging to merchandise. Immoral behavior relative to the consumer was classified into two types: abusive behavior by a consumer toward sales associates and excessive demand. Although, shoplifting was the primary immoral behavior mentioned by all interview participants, most sales associates failed to recognize shoplifting as a serious criminal behavior. Another commonly mentioned immoral consumer behaviors was retail borrowing, which may pose serious problems to the fashion industry. The findings of this study will provide a basis for approaches that may help decrease immoral consumer behavior at fashion retail stores and provide a basis for developing materials for consumer education over the long term.

• 한국의류학회지
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• 제34권7호
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• pp.1087-1099
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• 2010

This study explores the retail environment factors of the changes mentioned in the "Factors and Directions of the Change of the Apparel Retail Structure in Korea" (Part I) to understand the changes in apparel retail institutions. This study was done through a literature research method and the results are as follows. First, changing consumer needs and trends require extensive new products, a method to manufacture diverse products according to the market demand, and the necessity to manufacture based on trends in demand. This limits the role of mass production, which brought about more flexible manufacturing modes, scaled down manufacturing factories, promoted more cooperative subcontract relationships, and increased global sourcing which uses other companies at the most appropriate global venue. How to organize and use cooperative networks that benefit companies is the key to global competitiveness in the new era and the information technology developed around retail shops plays a key role. Consequently, the management of consumers and their information becomes critical and retail distribution functions become a key corporate function. In addition, it is difficult for small shops to introduce effective new technologies that encourage the growth of large companies. Second, apparel companies that use to benefit from scale merits based on the previous mass production system are now becoming effective by using economies of scale through mass retailing while shops are enlarging their sizes as a way to survive. On the other hand, inexpensive clothes become even more inexpensive while expensive ones become even more expensive, promoting polarization and diverse price ranges that widen consumer options.

• 마케팅과학연구
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• 제20권1호
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• pp.70-79
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• 2010

现在已有一些旨在解决韩国不道德消费行为的研究, 然而大部分研究把重心放在购买假冒伪劣产品或者入店行窃上. 服装的高额回报率和曾经的服装回扣被认为是时尚产业的问题领域. 然而, 很少研究者致力于这一问题的解决. 因此, 本研究目的在于, 通过使用一种混合的方法路径来探讨消费者零售借贷的经验. 实验一主要通过小组面谈的方式来探讨韩国消费者零售借贷的经验. 实验二通过在线调查的结果显示服装消费者对于零售借贷行为的态度. 调查结果促进了研究人员和从业人员对于零售借贷行为的理解, 同时也深入洞察了服装零售业中的零售借贷问题. 在研究1中, 我们把在过去一年中有零售借贷行为的人分成七组进行五次集中讨论. 参加了这次讨论的韩国消费者中, 有35个在大城市居住. 大部分消费者都是20来岁(21岁), 且以女性居多(24个). 大部分的参与者从一个零售商处购进一批服装, 然后对旧的衣物不是要求全额退款就是就是要求将旧的衣物更换成新的. 零售借贷行为的动机包括社会需要, 工作需要, 时尚需要和 "智能购物" 的理念. 与其他国家现有的研究的结论相似, 在分析时装商店的零售借贷现象时, 最经常被提到的原因是社会需要. 而消费者的道德价值观, 对大公司的态度, 以往的借贷消费经历, 也被认为是影响消费者的零售借贷行为的可能因素. 在研究2中, 收集数据的问卷是基于第一部分研究的成果和其他现有研究结果设计的. 问卷的问题主要关注消费者的道德信仰, 寻求刺激的倾向, 自我价值, 过去的零售工作经验, 零售贷款的经验, 以及他们的一些群体特征等等. 数据的收集是由首尔一家商业网络研究公司的在线调查小组来完成的. 为了保证样本的多样化和有效性, 该公司设计了这样的抽样配额(男: 女= 1:1, 20岁: 30岁: 40岁= 1:1:1, 零售经验: 没有零售经验= 1:3). 共有401个在前6个月有过购买服装经历的消费者参加了这次网上调查. 结果显示19.7%的受访者都表示他们曾经有过借贷购买时尚商品的经历. 在这些受访者中, 男性借贷人约占57%, 多于女性借贷人. 通过年龄的分布来看, x2 显示在拥有或者没有零售借贷经历的受访人之间存在着统计学上的差异: 有41.8%的受访者是在40岁的时候拥有零售借贷经历, 而那些没有零售借贷经历的受访者大约分布在20岁到40岁之间. 在收入方面, 拥有或者没有零售借贷经历的受访者之间也有很大的不同: 前者较于后者, 收入要高一些. T测试主要是在有或者没有零售借贷经验的受访者之间进行比较, 对比他们的时尚购物行为, 道德信念, 感觉寻求的倾向和对零售借贷行为的态度. 与那些没有借贷经验的受访者相比, 有经验者更趋向于频繁的购买时尚物品或者花费更多的钱用在购买时尚物品上. 有借贷购买经验的顾客往往比无经验者有更高的寻求新奇刺激的倾向. 一份回馈的分析表明对于时尚物品零售借贷购买的态度和顾客的道德信仰呈负相关, 但是与每月购买时尚物品的频率, 对新奇事物感觉趋向的走势以及过去的时尚物品零售借贷的经验呈正相关. 在这些变数之中, 过往的零售借贷经验是最重要的预测因素, 道德信念紧随其后. 本次研究作为初次尝试旨在了解零售借贷行为基础背后的动机和影响这些行为的要素. 这次研究的结果可以使我们对消费者零售借贷行为有更深一步的理解, 并为解决方法提供一个基础, 以帮助减少零售借贷行为和时装零售商店的不适当回扣. 这个结果也可以长期为消费者教育提供资料. 为了更好的理解时尚零售借贷行为, 未来还有更多的研究亟待进行.

• 패션정보와 기술
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• 제2권
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• pp.48-58
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• 2005

Purchase decision behavior for and satisfaction with apparel among retail buyers and consumers were compared. Kunz's behavioral theory of the apparel fm was the conceptual framework; Oliver's disconfirmation model guided measurement of satisfaction. Buyers and consumers indicated their perceptions about shopping orientations, variables that influenced apparel purchasing decisions, the importance of aspects of customer service and attributes that they expected to find and found when shopping. Surveys were mailed to retailers and consumers identified by random sampling of company lists. Respondents were 66 buyers and 344 consumers. MANOVA revealed differences in retailers 'and consumers' shopping orientations, the influence of variables on purchase decisions, and perceptions of the importance of customer service. Paired sample t tests indicated dissatisfaction for buyers on 10 apparel/shopping attributes and consumers on nine items. Results support the need for vertically integrated manufacturers to redesign strategies that are more appealing to both retail buyers and consumers.

• 복식문화연구
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• 제15권1호
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• pp.1-12
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• 2007

The purpose of this study is to identify the SPA(Specialty store retailer of Private label Apparel) characteristics and product supply process of Korean casual apparel brands. The research was conducted by questionnaire surveys to 63 casual apparel brands. SPA characteristics of each brand were measured with four SPA characteristic indices: short product supply cycle, spacious retail floor, single brand retail store, and low product price compared to the quality of the product. The 63 apparel brands were grouped by SPA index score. The brands belonged to group H had high index score and brands in group L had low index score. The results of this study showed that the most of the casual apparel brands' products were sold at department stores, especially the brands belonged to group L greatly depended on department stores. Few apparel brands have spacious retail floor. The retail product price of the brands belonged to group H was low price while the product price of the brands belonged to group L was in the medium-high price. The supply time of the new products was short in general. The most brands supplied new styles to the retail floor within 1 to 3 weeks. The information technology was heavily used. The brands belonged to group H highly used information technology including bar codes system, pas data analysis, and inventory control system. The current style trends were analyzed with street fashion and feedback from the shop managers.

• 한국복식학회:학술대회논문집
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• 한국복식학회 2001년도 International Costume Conference:Exploring Global Costume Culture
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• pp.94-94
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• 2001

• 복식문화연구
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• 제21권6호
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• pp.961-966
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• 2013

Being one of the most important textile and apparel producers for years, Turkey began to become active in terms of retailing. Although retailing industry is in its growing phase, the social and economic influences caused the customers' tastes and demands to be more distinctive and segmented in parallel with the advancement of the retail industry. Therefore, the retail industry began to develop in more fragmented way where clear boundaries between different types of retailers were established. In this study, the apparel retail market is overviewed and analyzed within the context for determination of the current situation and future prospective. To this aim, the textile and apparel companies that are active in Turkey were classified into groups based on the type of distribution channels they used. Then, the performances of the groups were established using the secondary type of resources. Finally, the findings were summarized, by showing the similarities and differences between different channels.

• 복식
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• 제30권
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• pp.41-58
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• 1996

To purpose of this study is to understand the present situation of the present situation of the fashion careers in apparel industry and to present a activation information for development of a specialty de-partment. This study has been proceeded with the library survey method, and 20 apparel enterprises have been researched with the questionaire and inter-view method. These were large and medium sized enterprises. The results were as follows: 1. Subdivision of fashion careers have been found insufficient on apparel enterprises in Korea. 2. Textile specialists have been needed on apparel enterprises in Korea. 3. Domestic enterprises have dropt out man-agement 4. These enterprises are negative for the consumer research and fashion information col-lection. 5. Fashion sepecialists have been found insuf-ficient on retail division, The propositions for activation of fashion careers are as follows: 1. Fashion careers should subdivide and specialize. 2. The apparel enterprises should employ textile designer. 3. The apparel enterprises should activate practical department. 4. The apparel enterprises should research consumer and collect fashion information. 5. The apparel enterprises should develop fashion specialists on retail division.