• Journal of the Korean Home Economics Association
• /
• v.20 no.2
• /
• pp.53-63
• /
• 1982

The purpose of this study were; (1) to investigate the relationship between the general values and 3 aspects of clothing behaviors. (2) to investigate attitudes toward Korean clothing between students and their mothers. General values were measured by the Allport-Vernon-Lindzey Study of Values(Part 1 only), which determines relative prominence of six basic values. Three aspects of clothing behaviors were assessed by statements dealing with satisfaction, exhibitionism, and fashion. Korean clothing measures consisted of statements dealing with positive and negative attituded toward psychological and practical aspects. The samples consisted of 200 students(student group) and 100 mothers (mother group) in Daejon. The data were analyzed by correlation and t-values. The results obtained through this study were as follows: 1) Positive relationship were found between: (1) Aesthetic value and the exhibitionism of clothing, (2) Aesthetic value and the fashion of clothing. Negative relationships existed between (1) Theoretical value and the exhibitionism of clothing, (2) Economic value and the fashion of clothing, (3) Social value and the fashion of clothing. 2) Significant differences were found between two groups(students and their mothers) : Economic, aesthetic, and political values as well as exhibitionism and fashion in clothing behaviors. 3) In general, highly positive attitude toward Korean clothing was found on psychological aspect, while highly negative attitude was found on practical aspect. Significant differences were found between two groups; (1)‘Graceful’of psychological aspect and‘economic’,‘inexpensive’of practical aspect in positive attitudes toward Korean clothing, (2)‘Unsuitable to current life style’,‘not modern’and‘not beautiful’of psychological aspect in negative attitudes toward Korean clothing.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.28 no.11
• /
• pp.1482-1494
• /
• 2004

This study identified convergent validity and discriminant validity of measurement variables by factor analysis using Spss program and tested covariance measurement model including latent variables such as the website attributes (interactivity, search and visual information of website), shopping values(utilitarian and hedonic value) and attitude toward website by AMOS program. The data were collected from a sample of 271 internet shopper of university students(male: 82, female: 189). They visited the website for apparel shopping and, after searching a casual clothing which they wanted to buy, requested to answer the questionnaire. The results were as follows: Variables that reduce validity were deleted in the several steps of factor analysis and initial measurement model testing. Final measurement model was constructed by valid variables was accepted. This measurement model will be input for testing causal research model that can explain how attributes of the website influences on consumer attitude toward the website.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.36 no.7
• /
• pp.677-689
• /
• 2012

This research examines the impact of brand personality dimensions on store attitude and store loyalty for department stores. A total of 431 customers participated in the online survey. The participants were women in their 20's to 50's with experience of purchasing apparel from four major department stores. The data were analyzed using factor analysis, reliability test, and structural equation modeling with PASW 18.0 and AMOS 18.0. Analyses revealed three dimensions of the brand personality of department stores: prestige, passion, and sincerity. Among the three dimensions of brand personality, 'passion' and 'sincerity' were shown to be the most influential factors affecting department store attitude. The results suggest that passionate and sincere customers tend to exhibit favorable store attitudes. Customers with more favorable store attitudes then are more likely to express great store loyalty than those with less favorable attitudes. An analysis of the effect of brand personality on attitudes toward department stores provides implications for department store brand management strategies.

• Journal of Global Scholars of Marketing Science
• /
• v.18 no.2
• /
• pp.89-111
• /
• 2008

Due to the development of digital technology, studies regarding smart wear integrating daily life have rapidly increased. However, consumer research about perception and attitude toward smart clothing hardly could find. The purpose of this study was to identify innovative characteristics and perceived risk of smart clothing and to analyze the influences of theses factors on product attitudes and intention to adopt. Specifically, five hypotheses were established. H1: Perceived attributes of smart clothing except for complexity would have positive relations to product attitude or purchase intention, while complexity would be opposite. H2: Product attitude would have positive relation to purchase intention. H3: Product attitude would have a mediating effect between perceived attributes and purchase intention. H4: Perceived risks of smart clothing would have negative relations to perceived attributes except for complexity, and positive relations to complexity. H5: Product attitude would have a mediating effect between perceived risks and purchase intention. A self-administered questionnaire was developed based on previous studies. After pretest, the data were collected during September, 2006, from university students in Korea who were relatively sensitive to innovative products. A total of 300 final useful questionnaire were analyzed by SPSS 13.0 program. About 60.3% were male with the mean age of 21.3 years old. About 59.3% reported that they were aware of smart clothing, but only 9 respondents purchased it. The mean of attitudes toward smart clothing and purchase intention was 2.96 (SD=.56) and 2.63 (SD=.65) respectively. Factor analysis using principal components with varimax rotation was conducted to identify perceived attribute and perceived risk dimensions. Perceived attributes of smart wear were categorized into relative advantage (including compatibility), observability (including triability), and complexity. Perceived risks were identified into physical/performance risk, social psychological risk, time loss risk, and economic risk. Regression analysis was conducted to test five hypotheses. Relative advantage and observability were significant predictors of product attitude (adj $R^2$=.223) and purchase intention (adj $R^2$=.221). Complexity showed negative influence on product attitude. Product attitude presented significant relation to purchase intention (adj $R^2$=.692) and partial mediating effect between perceived attributes and purchase intention (adj $R^2$=.698). Therefore hypothesis one to three were accepted. In order to test hypothesis four, four dimensions of perceived risk and demographic variables (age, gender, monthly household income, awareness of smart clothing, and purchase experience) were entered as independent variables in the regression models. Social psychological risk, economic risk, and gender (female) were significant to predict relative advantage (adj $R^2$=.276). When perceived observability was a dependent variable, social psychological risk, time loss risk, physical/performance risk, and age (younger) were significant in order (adj $R^2$=.144). However, physical/performance risk was positively related to observability. The more Koreans seemed to be observable of smart clothing, the more increased the probability of physical harm or performance problems received. Complexity was predicted by product awareness, social psychological risk, economic risk, and purchase experience in order (adj $R^2$=.114). Product awareness was negatively related to complexity, meaning high level of product awareness would reduce complexity of smart clothing. However, purchase experience presented positive relation with complexity. It appears that consumers can perceive high level of complexity when they are actually consuming smart clothing in real life. Risk variables were positively related with complexity. That is, in order to decrease complexity, it is also necessary to consider minimizing anxiety factors about social psychological wound or loss of money. Thus, hypothesis 4 was partially accepted. Finally, in testing hypothesis 5, social psychological risk and economic risk were significant predictors for product attitude (adj $R^2$=.122) and purchase intention (adj $R^2$=.099) respectively. When attitude variable was included with risk variables as independent variables in the regression model to predict purchase intention, only attitude variable was significant (adj $R^2$=.691). Thus attitude variable presented full mediating effect between perceived risks and purchase intention, and hypothesis 5 was accepted. Findings would provide guidelines for fashion and electronic businesses who aim to create and strengthen positive attitude toward smart clothing. Marketers need to consider not only functional feature of smart clothing, but also practical and aesthetic attributes, since appropriateness for social norm or self image would reduce uncertainty of psychological or social risk, which increase relative advantage of smart clothing. Actually social psychological risk was significantly associated to relative advantage. Economic risk is negatively associated with product attitudes as well as purchase intention, suggesting that smart-wear developers have to reflect on price ranges of potential adopters. It will be effective to utilize the findings associated with complexity when marketers in US plan communication strategy.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.6 no.2
• /
• pp.41-48
• /
• 1982

The purposes of this study were (1) to investigate the relationships among the variables of unisex attitudes toward clothing, sex-role identification, hobbies and preferences, age, and educational level and (2) to find out any significant differences in the acceptance of unisex clothing between rural and urban residents and between males and females. The following results were obtained by interviewing 127 females and 117 males. (1) The acceptance of unisex clothing for females was generally higher than for males. (2) Younger and more educated persons had higher tendency in the acceptance of unisex clothing. (3) Persons with higher unisex attitude toward sex-role identification showed higher acceptance of unisex clothing and persons with higher unisex attitude toward hobbies and preferences seemed to have higher acceptance of unisex clothing for females. (4) Females showed higher tendency in the acceptance of unisex clothing for females than for males. (5) No significant differences were found in the acceptance of unisex clothing between rural and urban residents.

• Journal of the Korean Society of Costume
• /
• v.52 no.4
• /
• pp.141-154
• /
• 2002

The purpose of this study was to define 'sponsorship' as a kind of advertising tool, and to describe its effects on consumer brand attitude and actual purchase behavior. From previous research results, clothing sponsorship was defined as 'indirect advertisement', which has common ad traits as well as the uncommon ad traits, such as indirectness, emotional affinity, and symbolism. Results from empirical research using 1,227 data collected in Seoul and Kyounggi Areas were as follows ; (1) Television drama clothing sponsorship was proved to have effects on brand image, emotional & rational brand attitudes, decision making process, and actual purchase behavior. (2) Each of drama clothing sponsorship factors, such as 'drama', 'role', and 'actress', had different effects on brand memory and attitudes. (3) Consumer decision making process initiated by drama clothing sponsorship followed two different processes, which were called 'rational' and 'heuristic'. The rational process followed every steps of EKB model, which explained consumer's rational shopping, but heuristic model was closer to emotional and impulsive shopping.

• Journal of the Korean Society of Clothing and Textiles
• /
• v.20 no.5
• /
• pp.860-869
• /
• 1996

This study is a research for an idea of costume containing clothing system in the early Practical Science School. The result are described as follows 1. Bak-Kyem, Han got a critical thought and attitude to seek for practical and rational as pect. Because that he studied an original text and wanted to find a basic meaning. And the result, he made a Pang-Ryeong Symeui. 2. Hwyeng-won, Rue contended that we had to model after chinese costume system to seek for a correct clothing system to harmonize with our culture and regulation. And he sought for the original courtesy because that his basic idea of reformation in the clothing system was an ancient system. But when there was a remedy, he suggested a new system. 3. Ik, lee considered a clothing system with a critical and investigated attitude. In the clothing system, he wanted to keep an original courtesy. But he asserted a constant reformation in evil tradition. He pursued a rationality not to be tied a formality, and he had also a flexibility to recognize real customs.

• The Research Journal of the Costume Culture
• /
• v.13 no.3 s.56
• /
• pp.494-502
• /
• 2005

The purposes of this study were to investigate the images on the alpha numeric brand name of fashion products, to identify the influences of clothing pursuit benefit on the brand name image and to determine the significant images on the attitude and purchasing intention. The data were collected via a self-administered questionnaire from 270 male and female students of undergraduate school in Kyongnam province during the March, 2004. Using SPSS 12.0 package, Cronbach's a, frequency analysis, factor analysis, and multiple regression analysis were performed. The results could be summarized as follows: First, the image dimensions of alpha-numeric brand name were composed of natural, new, active, urban, impactive and interesting image. Clothing pursuit benefits were composed of the brand value, attractiveness, fashion, individuality and economic value pursuit, Second, Clothing pursuit benefits had an significant effect on the image preference of alpha-numeric brand name. Especially, individuality pursuit and attractiveness pursuit have influenced on the natural, new, active, urban images. Third, the new, active, impactive, natural images had significant effects on the attitude, purchasing intention and conformity of products.

• The Journal of Natural Sciences
• /
• v.13 no.1
• /
• pp.113-128
• /
• 2003

The purpose of his study was to investigate the effectiveness on clothing advertisement of three types of model, perception of model attributes by the clothing consumers, and difference in advertisement effectiveness according to perception of model attributes. Three types of advertisements for easy casual brand were selected, which are using celebrity, expert and general consumer models. The final analysis included 304 persons, who ranged from 16 to 25 in age. The statistics used analysis include ANOVA, Duncan's multiple range test, factor analysis and regression by the SPSS program. The result were as follow:1. The celebrity advertisement was the most effective type on all kinds of attitude changes (cognitive, emotional, and behavioral attitude changes) of consumers.2. The celebrity model received high scores on attractiveness and truthfulness; and the general consumer model received high scores on truthfulness and similarity.3. The amount of consumers attitude changes was different according to the perceptions of model attributes as well as the types of model.

• Journal of the Korean Society of Costume
• /
• v.46
• /
• pp.143-158
• /
• 1999

The purpose of this study was to investigate the influence of home environment school life adjustment and demographic variables on the adolescents' clothing attitudes The subjects were 682 middle and high school boys and girls(boys. 342, girls:340) in Seoul Korea. Modesty of boys was influenced by parent's education(-) academic record achievement tendency of home and allowance(-) $(R^2$=8.6%) and girls influenced by affection of home(-) allowance(-) age and academic record$(R^2$=11.2%). Clothing satisfaction of boys was influenced by parents' education self-control tendency of home and school life adjustment$(R^2$=19.4%). girls influenced by allowance affection of home parents' education school life adustment and self-control of home$(R^2$=20.3%) Age was most important in predicting the wearing of regulative clothes of boys. followed by allowance and academic record(-)$(R^2$=26.7%) allowance was most important in girls followed by academic record(-), and achievement tendency of home $(R^2$=19.0%). The present findings mean that the more allowance adolescents received and the lower the academic record the lower the modesty and the their the wearing of regrlative clothes. The school life adjustment and home environment such as achievement affection and self-control tendency were meaningful variables That affect clothing attitude of adolescent.