• 한국의류학회지
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• 제24권5호
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• pp.652-662
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• 2000

Most of established study about consumer behavior was directly connected abstract value with concrete purchase behavior, nevertheless several recognizable process is intervened between abstract concept and concept behavior. Of course researchers suggest hierarchical causality through means-end chain model. However empirical study is insufficient. And it's not certain whether the consumer's personal value affects actual evaluation about product attributes. Thus the purpose of this paper was to explore hierarchical causality of personal value, benefits sought and clothing product attributes and to suggest an alternative approach method. For the empircial study the data sets were collected through 150 female consumers living in Pusan and SAS and LISREL VIII were used for statistical analysis. As the result, hierarchical causality suggested by means-end chain model was positively substantiated. That is, benefits sought is differentiated according to personal value, and actual product attributes are indirectly influenced by personal value through benefits sought. Benefits sought are found to be key mediating variables.

• 한국의상디자인학회지
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• 제12권3호
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• pp.17-31
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• 2010

The purpose of this research was to investigate the effect of fashion innovativeness and national identity on Korean clothing benefits sought, style preferences, and purchase intention. The subjects were 765 male and female consumers who were residents in Seoul. The data were analyzed by factor analysis, cluster analysis, ANOVA, Scheffe test, and chi-square test. The results were as follows. There were five Korean clothing benefits sought: impression improvement/fashion orientation, national pride, individuality, brand, and comfort. Korean style preferences had four factors of daring/showy, active/simple, elegant, and sophisticated images. The subjects were categorized into three groups by fashion innovativeness and national indentity. The three groups were different in regard to Korean clothing benefits sought, Korean style preferences, and purchase intention. For example, the consumers who had a high fashion innovativeness sought benefits of impression improvement, individuality, and brand name. Also, they preferred daring/showy, elegant, and sophisticated images. In the meanwhile the consumers who had a high national identity sought benefits of national pride, comfort, and impression improvement. Also, they preferred an active/simple style and had an intention to purchase the clothing with Korean image.

• 복식
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• 제63권8호
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• pp.156-170
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• 2013

The purpose of this research is to scrutinize the cyclist's consumer behavior by analyzing the eWOM information search behavior of cycle-wear according to benefits sought and involvement. The research was conducted through an online survey and the respondents were 291 men who wore cycle-wear and searched information via online. The results of this research are as following. First, the benefits sought from wearing cycle apparel are composed of five sub-factors such as, ideal body figure, brand ostentation, comfort ease, personality, and economic feasibility. In addition, the cycle-wear involvement consisted of two sub-factors: cycling involvement and fashion involvement. Second, the eWOM information search behavior of cyclists was different depending on the benefits sought by the cyclists. When the cyclists pursued ideal body figure they searched more information of design and color, while cyclists put more weight on the information of design, color, and brand when they sought brand ostentation. Moreover, the valence and the type of the information were dissimilar depending on the benefits sought. Third, the sub-factors of eWOM information search behavior affected the eWOM effect distinctively. The price information was the only factor that influenced the eWOM effect among the contents of the information. The valence of the information influenced the eWOM effect, and the effect of positive information was stronger than negative information. Additionally, the subjective information also affected the eWOM effect. Lastly, the effect of the benefits sought influencing the eWOM information search behavior varied by the difference of the cycle-wear involvement. For example, when they are both high in the involvement there were various benefits sought affecting the eWOM information search behavior. However, when only the cycling involvement was high, and they pursued personality, the price information was not important to them.

• 복식문화연구
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• 제14권4호
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• pp.542-555
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• 2006

The main objective of this study was to investigate the relationship between benefits segmentation and knitwear purchasing behavior of college female students in the U.S. The questionnaires for this survey were developed to measure knitwear purchasing behavior and benefits segmentation. The questionnaire was administered to 119 female college students in the University of California. The data was analyzed by percentage, frequency, mean, factor analysis, Cluster Analysis and ANOVA, Duncan Multiple Range test. The female college students in the U.S. were classified into fourth subdivisions by the cluster analysis. In the case of fashion information sources of knit wear, significant differences were found according to benefits sought subdivision in observation of famous people's clothing, fashion articles in magazines and newspapers, TV advertisements, Newspaper advertisements, advice of salespeople, and Catalogs. The evaluation criteria of knit wear product of consumers were significantly different depending on benefits sought subdivision in design/style, quality of construction, fashionable, brand and store name, pleasing to others, prestige, and sexy. The store attributes of knitwear product of consumers were significantly different depending on benefits sought subdivision in friendliness of sales personnel, product knowledge of sales personnel, brand names, new fashion, and variety of products. The outlook for the industry of knitwear look to remain bright, there should be a continuous effort to research and invest in consumer satisfaction of knitwear.

• International Journal of Costume and Fashion
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• 제15권2호
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• pp.19-36
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• 2015

The purpose of this study is to research the purchasing behavior according to the pursuit benefit for outdoor wear and to present a direction to outdoor wear. Questionnaire survey was administered to 533 male and female adults in their 30s to 40s living in Seoul and Gyeonggido from May 1 to 15, 2014. Concerning the statistic treatment for data analysis, SPSS for Window 18.0 was used to carry out frequency analysis, factor analysis, reliability test, cluster analysis, ANOVA and Duncan test as post-test. Benefit was drawn out as 4 elements including 'showing off & brand benefit sought', 'fashion benefits sought', 'functionality benefits sought' and 'economic benefits sought'. Group analysis according to benefit showed that it was materialized to 'multiple benefit sought group', 'unconcern group', 'showing off & brand benefit sought group' and 'utility benefit sought group'. There is an academic significance in that this research found out the level of benefit in purchasing outdoor wear and the difference of purchasing behavior by consumer groups according to benefit. This result might be used efficiently by marketers in outdoor clothing industry in classifying consumers and establishing the marketing strategy to deal with it.

• 대한가정학회지
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• 제46권7호
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• pp.59-69
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• 2008

The purpose of this research was to investigate the effect of appearance perception on sportswear benefits sought, evaluative criteria, and sportswear image preferences. The subjects were 530 female sportswear consumers who were residents in Seoul. The data were analyzed by factor analysis, multiple regression, ANOVA, and Duncan test. The results showed that there were two appearance perception factors: appearance interest and weight interest. Sportswear benefits sought had five factors of ideal figure/sex appeal, status ostentation, individuality/fashion, comfort, and youth-orientation. Sportswear evaluative criteria consisted of function, brand/fashion, and design factors. Sportswear image preferences had four factors: innovative, luxurious, simple, and active. Statistical analyses showed that there were significant effects of appearance perception on sportswear benefits sought, evaluative criteria, and sportswear image preferences. For example, the consumers who were interested in their appearances sought the benefits of ideal figure/sex appeal, status ostentation, individual/fashion in sportswear. Also, they considered brand/fashion and design as important criteria and preferred innovative and luxurious sportswear images.

• 한국의류학회지
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• 제34권12호
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• pp.2051-2061
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• 2010

Extreme sports refers to sports activities with a high level of inherent danger, such as extreme skiing, snow-boarding, mountain biking, motocross bicycling, aggressive in-line skating, wake-boarding, and paragliding. This study investigates the characteristics of extreme sports participants as group identities through an examination of the differences between extreme sports participants and traditional sports groups in lifestyle and sportswear benefits sought. We composed a total 108-item lifestyle profiles characterized by six lifestyle dimensions (dress, diet, home, recreation, consumption, and sense of values); in addition, we developed 32 items for sportswear benefits sought. The surveys targeted 422 sports participants living in Korea (216 men and 206 women, aged 15-23): 119 extreme sports participants and 303 traditional sports participants. All items were evaluated on a 5-point Likert scale, and SPSS 17.0. was used for data analysis. Exploratory factor analysis was conducted to confirm the substructure of each lifestyle dimension and sportswear benefits sought. The results of the factor analysis on each lifestyle dimension are as follows: 5 factors in dress dimension, 4 in diet, 3 in home, 6 in recreation, 5 in consumption, and 6 in sense of values. Six factors of sportswear benefit sought were identified. A t-test revealed that there were significant differences between the two groups in lifestyle dimensions and sportswear benefits sought. This study reveals that the lifestyle characteristics of extreme sports participants are more likely than traditional sports group to be more self-expressive, more distinctive, more fashion-oriented, more conspicuous, and more brand-oriented, while preferring more active sports, more dynamic leisure, and a more sensible life. Another finding is that extreme sports participants seek the distinctive, conspicuous, and latest sportswear benefits.

• 복식문화연구
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• 제12권4호
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• pp.614-627
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• 2004

The objectives of this study were to investigate the relationships between self-concept and cosmetic benefits sought, to disclose the differences in the benefits according to demographic variables and cosmetic purchase behavior, and to examine how cosmetic benefits were influenced by self-concept and demographic variables of women. Subjects were 453 women in age from 18 to 55 years in Seoul. Four dimensions of cosmetic benefits of women were derived by factor analysis :＇brand orientation＇, ＇fashion＇, ＇economies＇, and ＇functional efficiency＇, Cosmetic benefit was influenced most by family self-concept, and self-concept was influenced most by benefit of economics, next by functional efficiency, and fashion. Brand orientation, fashion, and economics showed significant differences according to marital status. The higher the income, the higher the score on brand orientation, fashion, and functional efficiency. There were significant differences in brand orientation, fashion, and economics according to cosmetic purchase expense, the number of purchase times, and stores, while functional efficiency showed no significant difference depending upon the number of cosmetic purchase times. Brand orientation was influenced by marital status, income, and physical self, fashion influenced by age(-), physical self, income, and family self(-). Economics was influenced by family self(-) and marital status(-). The present findings provided that self-concept such as physical self and family self is significant variables to understand the cosmetic benefits sought.

• 한국지역사회생활과학회지
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• 제21권2호
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• pp.211-225
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• 2010

This research investigated the purchasing behaviors of fur clothing consumers to verify fur clothing consumption and to establish marketing strategies for the fur clothing market. Since fur clothing has clear characteristics distinguishing it from other clothes, there are many differences in customers' interest. Therefore, it is needed to identify some differences in the customers' interest by their own buying habits. A survey was conducted with a questionnaire and revised by using a theoretical background. Questionnaires were given to 322 ladies in their over 20s. SPSS 12.0 was used to analyse the result with analysis of frequency, a primary factor, crossing, cluster and ANOVA. There were several results as follows. First, purchase behaviors of fur clothing were significantly different between groups divided by demographic variables such as marital status, age, and income level of household. Second, factor analysis on sought clothing benefits resulted in 4 dimensions such as symbolic value, brand value, economical value and practical value. Cluster analysis on the 4 factors of clothing benefits being sought resulted in 3 groups such as one group pursuing symbolism, one group pursuing practicism/economism and a group pursuing brand. Third, purchase behaviors of fur clothing and demographic variables were significantly different between the groups divided by clothing benefits being sought.

• 한국의류산업학회지
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• 제13권4호
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• pp.572-581
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• 2011

The purpose of this study was to investigate the effect of duty free shop consumers' store benefits sought and fashion merchandise shopping orientation on store satisfaction. Survey data were collected from questionnaires filled out by 194 domestic consumers who had purchase experience of fashion goods in duty free shops located in Korea. The data were analyzed by reliability analysis, factor analysis, and multiple regression analysis. The results of this study were as follows: First, the store benefits sought was categorized into five factors such as pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety. The fashion merchandise shopping orientation was categorized into six factors such as pleasure orientation, pursuit of fashion, pursuit of brand, planned orientation, pursuit of confidence, and convenience orientation. The store satisfaction was categorized into six factors such as atmosphere/reputation of store, promotion, product fashionability/variety, convenience, price, and salesperson. Second, the store benefits sought, composed of pursuit of convenience, salesperson/atmosphere, promotion, product quality, and product fashionability/variety, had an effect on the store satisfaction. Third, the shopping orientation such as pleasure orientation, pursuit of fashion, pursuit of brand, and planned orientation, with the exception of pursuit of confidence and convenience orientation, had an effect on the store satisfaction.