• Journal of the Korea Society of Computer and Information
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• v.29 no.9
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• pp.237-244
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• 2024

This study attempted to categorize the consumption value of 310 ordinary people with experience purchasing celebrity goods and then analyze product attitude, satisfaction, and repurchase intention toward celebrity goods by type. The data were analyzed with PASW 18.0 program. The results of the study were as follows: First, the consumption value types are 'consumption value indifferent type(11.3%)', 'impulsive consumption value seeking type(25.2%)', 'consumption value sensitive type(20.3%)', and 'self-satisfaction seeking type(43.2%)' were categorized into four groups. Second, the analysis of the socioeconomic characteristics by consumption value type and differences in celebrity goods purchasing behavior revealed significant differences only in the average annual purchase frequency and the average cost per purchase. Third, the analysis of consumers' product attitudes, satisfaction, and repurchase intentions toward celebrity goods by consumption value type showed that the consumption value sensitive type highest in all three areas, while the consumption value indifference type the lowest. In the future, there will be a need to analyze the characteristics and desires of consumers who are likely to repurchase celebrity goods.

• Journal of Fashion Business
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• v.24 no.6
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• pp.148-158
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• 2020

Korean celebrity endorsement is a common practice adopted by companies in China. This study assessed the impact of celebrity endorsement (trustworthiness, attractiveness, congruency, and expertise) on Chinese consumers' intention to purchase clothes endorsed by Korean celebrities. This study used reliability and validity tests and structural equation model analysis to explore the relationship between variables using SPSS 22.0 and AMOS 22.0. This study conducted an online survey (www.sojump.com) from August 10, 2020 to August 20, 2020 and collected 370 respondents. Results show that all constructs of celebrity endorsement positively affected purchase intention and that celebrity expertise had the strongest impact. With respect to the influence of demographic variables on the constructs, gender, age, and education had a significant effect on trustworthiness; gender and age had a significant effect on attractiveness; and income had an effect on purchase intention. Marketing executives should consider using Korean celebrities for different purposes in brand advertising. Particularly, celebrity expertise, such as experience, knowledge, and skills, should receive attention while publicizing to Chinese consumers. This study contributes to the academic and practical implications of Korean celebrity endorsement.

• The Korean Fashion and Textile Research Journal
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• v.21 no.2
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• pp.151-162
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• 2019

This study identifies influential factors in regards to the purchase of celebrity fashion hot items and compares these factors in the age groups of teens and twenties. This study surveyed male and female consumers aged 10-20 years old for empirical analysis in July 2018. The study surveyed 322 consumers selected through online convenience sampling. Data were analyzed using SPSS for Windows 19.0, descriptive statistics, reliability analysis, ${\chi}^2$ analysis, regression analysis, ANOVA analysis, Duncan test, and t-test. The results were as follows. First, 87.6% of consumer have purchased celebrity fashion hot items more than once. In particular, female consumers in their 20s with a high fashion product expenditure tend to purchase more celebrity fashion hot items. Clothes and shoes were purchased more by 10-year-old males, shoes for males in their 20s, accessories for 10-year-old females female, and bags and accessories for female in their 20s. Second, there were no significant differences for those aged 10-20 years old in purchase satisfaction for celebrity fashion hot items according to age, gender, income, and fashion product expenditure. Consumers' awareness on corporate marketing intention to celebrity fashion hot items was higher among women in their 20s than men in their teens and twenties; in addition, the expenditure on fashion products also increased. Third, factors affecting the purchase of celebrity fashion hot items among teens and twenties were different according to age and gender. A higher need for identification for teenage male resulted in: lower media dependency, higher product involvement, fashion conformity, fashion innovativeness for 20s males, higher product involvement for 10s and 20s females, increased intention to purchase tended. This study provides consumer information and fashion item information that can be utilized in advertisement and promotion strategies for fashion companies that seek to perform celebrity marketing strategies that target consumers aged 10-20 years old.

• 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 Fashion Business
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• v.15 no.2
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• pp.86-95
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• 2011

The purpose of this study was to examine the relationships among technology innovation (perceived ease of use, perceived ease, joyfulness), individual variables (innovation, self-efficacy), fashion variables (fashion involvement, interest in celebrity style), shopping attitudes toward fashion T-Commerce, and purchasing intention. Two hundred seven female participants in age group of 20s participated in this study. For data analysis, descriptive statistics, simple and multiple regression, and Cronbach's Alpha were used to test the research questions. As the result, first, all three variables (perceived ease of use, perceived ease, joyfulness) from technology innovation did affect on attitudes toward fashion T-Commerce. Second, individual innovation did affect positively on attitudes toward fashion T-Commerce. Third, interest in celebrity style affected positively on attitudes toward fashion T-Commerce. Finally, attitudes toward fashion T-Commerce affected positively on purchasing intention of fashion T-Commerce. Based on these results, T-Commerce fashion merchandising marketing strategies of fashion goods would be provided to fashion T-Commerce retailers or marketers.

• Journal of the Korea Academia-Industrial cooperation Society
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• v.16 no.11
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• pp.7485-7493
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• 2015

With the popularity of Korean Wave, making cultural goods specific for Hallyu tourists is getting more important. However, there are mainly daily life goods using celebrity character-based ones. Remarkably, there are only a few cultural goods especially in practicality-based clothing category. In particular, few cultural goods related to children's wear have been developed. Therefore, if children's wear is developed as Korean Wave cultural goods considering Chinese consumers' pattern and Korean Wave cultural goods, it will be helpful for revitalizing the Korean Wave and Korea's fashion market. In this regard, the purpose of this study is to develop children's wear design as Korean Wave cultural goods, thereby presenting empirical research results and fulfilling its following objectives: First, it is to identify the concept of Korean Wave cultural goods, to analyze the current status to finally establish data to develop Korean Wave cultural goods needed at this time. Second, it is to make real-life size works through development of designs to provide the empirical data for Korean Wave cultural goods market. For the research method and contents the review of the previous research, in-depth interview for qualitative research, and empirical research using market research and development of work were performed. Through the final research outcomes, Korean Wave cultural goods, the children's wear that can meet the consumer's needs were presented as empirical data. The study can be used as basic data for domestic fashion market and cultural product market and it is meaningful as a reference for the analysis on the Chinese consumers' needs.

• Journal of the Korean Society of Fashion and Beauty
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• v.4 no.1 s.7
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• pp.4-11
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• 2006

Masstige goods aimed consumers who want the fame and the emotional contents with reasonable price are presented overall and around the life style, from all the fashion items like bag and apparel to car, electric household, food, sports goods, furniture, toys, pets and performance of art, etc. Masstige casual, essentially different from the passed casuals which emphasized only price strategy, appeals to teenagers and young of twenties with a definite brand concept. Therefore masstige casual might be separated from business casual of a target aged thirties. Established celebrity brands have launched masstige brands matching the popularization of prestige goods. Armani Exchange from Armani, Marc by Marc Jacobs from Louis Vuitton are representative ones. DKNY from Donna Karen, MiuMiu from Prada, Paul smith Pink from Paul Smith can be added. These are relatively inexpensive, however the quality, design and shop's atmosphere are more exclusive than general brands. Consumers are over middle class and have a pride and fidelity to those brands. Leading Masstige trend, new luxury brands put the importance to the quality and aims middle class. To succeed in this field, companies should know exactly what consumers want, considering not only functional aspect but also emotional pleasure. Even though masstige has a weakness in pricing, it has to keep brand's proper benefit. Its price range could be wide to be in great demand but has to have elasticity and not to be expanded too much. Masstige industry should do its best not to damage original brand's identity. Forming family brand, like Armani made Georgic Armani, Emporio Armani and Armani exchange, system of parent brand and sub brands would be recommendable. From the launching time, masstige needs the effects to create a sensation and bring it into vogue and offer emotional value to the consumers.

• Journal of the Korean Society of Clothing and Textiles
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• v.40 no.2
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• pp.382-396
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• 2016

This study explores 1) the cultural meanings that television beauty programs deliver, 2) the ways consumers consume TV beauty programs, and 3) the differences in the meaning of television beauty programs according to personality types. An Enneagram was used to define different personality types. The Enneagram explained personalities according to underlying core energies and was useful to grasp consumer behavior. Exploratory data were collected through in-depth interviews of fifteen women in their twenties who watched television beauty programs regularly. The personality types were classified according to three core energies: head-centered, heart-centered, or body-centered. The results were: First, television beauty programs were celebrity-focused, product-focused, and consumer-focused. They were found to help consumers improve their appearance in an appearance-oriented contemporary society by sharing appearance management information. Second, consumers consumed the products from television beauty programs as well as sought a "beautifully transformed self". Third, cultural meanings moved first from a culturally-constituted world to consumer goods through television beauty programs that then moved these goods to the individual consumer through symbolic consumption behavior along with grooming rituals, evaluation practices, appreciation practices, and accounting practices. Symbolic consumption behavior differed with personality type: heartcentered consumers transferred meaning through grooming rituals and appreciation practices, head-centered consumers through evaluation practices, and body-centered consumers through accounting practices.

• Journal of the Korean Society of Clothing and Textiles
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• v.36 no.10
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• pp.1125-1136
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• 2012

This study examines the influence of attitudes toward cosmetic surgery, body value inclination, and sociocultural attitudes towards appearance on clothing behavior. The subjects of this study were 315 female college students in Gyeongsang province. The data obtained were analyzed by a reliability analysis, factor analysis, correlation analysis, stepwise multiple regression analysis, and t-test. The major results of this study were as follows: First, three factors of attitudes toward cosmetic surgery were identified: the desire/motive for cosmetic surgery, risk taking for cosmetic surgery, and confidentiality about cosmetic surgery. Second, two factors of body value inclination were identified: getting an attractive physical appearance and maintaining an attractive physical appearance. Third, a significant positive correlation was found for attitudes toward cosmetic surgery, body value inclination, and sociocultural attitudes towards appearance with clothing behavior. Fourth, the most important variable that affected the imitation of celebrity clothing and preference for luxury goods was the desire/motive for cosmetic surgery. In addition, the sexual attractiveness of clothing was influenced by risk taking for cosmetic surgery and sociocultural attitudes towards appearance.

• Journal of Distribution Science
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• v.10 no.3
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• pp.43-50
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• 2012

This study sets out to examine how a brand image that matches the advertising model has a positive impact on brand attitude and price fairness perceptions. We reviewed the constructs on the basis of previous studies and each of the concepts has been redefined. One such concept, "image congruence," refers to the harmony, fitness, and matching quality of images. For example, how well celebrity advertising model is matches the brand image shows image congruence. Results are summarized as follows: First, the congruence of brand image and sports advertising model has no significant impact on brand attitude certainty and persistence. Second, the individual's brand attitude certainty and brand attitude persistence has a positive impact on the perceptions of price fairness. Third, the congruence of brand image and sports advertising model has a positive impact on the perceptions of price fairness. The first and the third results suggest that the positive impact on the price fairness perceptions is temporary but it has insignificant effects on the formation of brand attitude causing ongoing purchases. In other words, in order to influence consumers' long-term confidence on the brand, improving the quality of products or services has to precede promotional strategies such as advertising. When an advertising model is inappropriate for the brand image, consumers perceive product price changes as a negative issue in the short term. However, in the long term, attitude formation such as consumers' repurchase intentions and word of mouth will be not affected. The second result suggests that an already existing positive brand attitude can contribute more positively to change the perceptions of price fairness. In particular, attitude persistence has greater influence than attitude certainty on the price fairness. It suggests that persistence issues such as the trading period and the frequency of transactions must be managed and controlled because they are more important than the certainty issues such as strength of belief or trust. For example, when a commercial model for expensive sporting goods matches up with the brand image, consumer feels less pressure on the price changes. However, it does not determine the consumer's repeated purchases or sustainable transactions and it also has no absolute impact on the brand trust. In other words, consumer brand attitude should be recognized and approached as a routine strategy in view of the result that it is of great value as a causal variable in the process of consumer decision-making.